By Yasmine EDDAM
4 April 2025
For many craftspeople, their «goodwill» is their most important asset, the real economic engine of their business. More than just a stock of tools or premises, it is a complex set of elements that, when combined, help to attract and retain customers. But what exactly constitutes goodwill? How do you become its owner? And, once acquired, how can it be protected, particularly against the entrepreneur's personal risks? For a complete understanding, it is essential to first grasp the definition and key qualifications of a craftsman. This article sets out to demystify goodwill. We will define its legal nature and its components, explore the different ways in which it can be acquired (from creation to succession), and look at the forms of ownership, both individual and collective, with particular emphasis on the mechanisms that enable individual craftsmen to protect their personal assets. What is a business? Unlike...
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