3. Significant accounting policies
Notes to the consolidated financial statements
(i) Intangible assets
Goodwill arises on the acquisition of subsidiaries, associates and joint ventures and represents the excess of
the cost of the acquisition over Heineken's interest in net fair value of the net identifiable assets, liabilities and
contingent liabilities of the acquiree.
Goodwill on acquisitions of subsidiaries is included in 'intangible assets'. Goodwill arising on the acquisition of
associates and joint ventures is included in the carrying amount of the associate, respectively the joint ventures.
In respect of acquisitions prior to 1 October 2003, goodwill is included on the basis of deemed cost, being the
amount recorded under previous GAAP. Goodwill on acquisitions purchased before 1 January 2003 has been
deducted from equity.
Goodwill arising on the acquisition of a minority interest in a subsidiary represents the excess of the cost
of the additional investment over the carrying amount of the interest in the net assets acquired at the date
Goodwill is measured at cost less accumulated impairment losses (refer accounting policy 3k(ii)). Goodwill is
allocated to individual or groups of cash-generating units for the purpose of impairment testing and is tested
annually for impairment.
Negative goodwill is recognised directly in the income statement as other income.
Brands acquired, separately or as part of a business combination, are capitalised if they meet the definition
of an intangible asset and the recognition criteria are satisfied.
Brands acquired as part of a business combination are valued at fair value based on the royalty relief method.
Brands acquired separately are measured at cost.
Strategic brands are well-known international/local brands with a strong market position and an established
Strategic brands are amortised on an individual basis over the estimated useful life of the brand. Other brands
are amortised on a portfolio basis per country.
(iii) Customer-related and contract-based intangibles
Customer-related and contract-based intangibles are capitalised if they meet the definition of an intangible
asset and the recognition criteria are satisfied. If the amounts are not material these are included in the brand
valuation. The relationship between brands and customer-related intangibles is carefully considered so that
brands and customer-related intangibles are not both recognised on the basis of the same cash flows.
Customer-related and contract-based intangibles acquired as part of a business combination are valued at fair
value. Customer-related and contract-based intangibles acquired separately are measured at cost.
Customer-related and contract-based intangibles are amortised over the period of the contractual
arrangements or the remaining useful life of the customer relationships.
Annual Report 2009 - Heineken N.V.