that these assets are expected to generate net cash inflows for us. We
use judgment to determine the indefinite life of these assets, analyzing
all relevant factors, including the expected usage of the asset, the
typical life cycle of the asset and anticipated changes in the market
demand for the products and services that the asset helps generate.
After review of the competitive, legal, regulatory and other factors, it is
our view that these factors do not limit the useful lives of our spectrum
and broadcast licences.
We amortize intangible assets with finite useful lives on a straight-line
basis over their estimated useful lives as noted in the table below. We
review their useful lives, residual values and the amortization methods
at least once a year.
Brand names 7 to 20 years
Customer relationships 3 to 10 years
Roaming agreements 12 years
Marketing agreements 3 years
See note 7 and note 13 for more information about our intangible
assets.
Impairment
Financial Assets
We consider a financial asset to be impaired if there is objective
evidence that one or more events have had a negative effect on its
estimated future cash flows, and the effect can be reliably estimated.
Financial assets that are significant in value are tested for impairment
individually. All other financial assets are assessed collectively based on
the nature of each asset.
We measure impairment for financial assets as follows:
 loans and receivables – we measure the excess of the carrying
amount of the asset over the present value of future cash flows we
expect to derive from it, if any. The difference is allocated to an
allowance for doubtful accounts, and recognized as a loss in net
income.
2013 ANNUAL REPORT ROGERS COMMUNICATIONS INC. 99