Consider the case of a hypothetical investor who purchases a small consumer goods company that is very popular in their local town. Although the company only had net assets of $1 million, the investor agreed to pay $1.2 million for the company, resulting in $200,000 of goodwill being reflected in the balance sheet. In explaining this decision, the investor could point to the strong brand following of the company as a key justification for the goodwill that they paid. If, however, the value of that brand were to decline, then they may need to write off some or all of that goodwill in the future.