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Good evening! Interesting question Samik Dutta.There are coupe of methods to meaure it tangibly.
One is by doing a survey with the customers or prospects about the company. How many of them like the product or service could be the primary question.The survey results will give a tangible unit for measuring goodwill.
Another one is through new customers, how many new customers are coming through friends or word of mouth marketing could also be a measure for goodwill.
