Goodwill The difference between the value of the tangible assets of the business and the actual value of the business (what someone would be prepared to pay for it) Reputation Does the business have a track record of delivering on its strategic objectives? If so, this could help gather the necessary support from employees and suppliers Brands Strong brands are often the key factor in whether a growth stategy is a success or failure Intellectual Key commercial rights protected by patents and trademarks may be an Property important factor in the strategy