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Goodwill and Intangible Assets | 9 Months Ended
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Sep. 30, 2018
Goodwill and Intangible Assets Disclosure [Abstract] |
Goodwill and Intangible Assets | Note 5. Goodwill and Intangible Assets Goodwill by segment was:
| As of September 30, 2018 |  | As of December 31, 2017
| (in millions)
Latin America | $ | 819 |  |  | $ | 901 |
AMEA | 3,222 |  |  | 3,371 |
Europe | 7,611 |  |  | 7,880 |
North America | 9,248 |  |  | 8,933 |
Goodwill | $ | 20,900 |  |  | $ | 21,085 |
Intangible assets consisted of the following:
| As of September 30, 2018 |  | As of December 31, 2017
| (in millions)
Non-amortizable intangible assets | $ | 17,288 |  |  | $ | 17,671 |
Amortizable intangible assets | 2,341 |  |  | 2,386 |
| 19,629 |  |  | 20,057 |
Accumulated amortization | (1,493 | ) |  | (1,418 | )
Intangible assets, net | $ | 18,136 |  |  | $ | 18,639 |
Non-amortizable intangible assets consist principally of brand names purchased through our acquisitions of Nabisco Holdings Corp., the Spanish and Portuguese operations of United Biscuits, the global LU biscuit business of Groupe Danone S.A. and Cadbury Limited. Amortizable intangible assets consist primarily of trademarks, customer-related intangibles, process technology, licenses and non-compete agreements. Amortization expense for intangible assets was $44 million for the three months and $132 million for the nine months ended September 30, 2018 and $45 million for the three months and $133 million for the nine months ended September 30, 2017. For the next five years, we currently estimate annual amortization expense of approximately $175 million for the next three years and approximately $85 million in years four and five (reflecting September 30, 2018 exchange rates). Changes in goodwill and intangible assets consisted of:
| Goodwill |  | Intangible Assets, at cost
| (in millions)
Balance at January 1, 2018 | $ | 21,085 |  |  | $ | 20,057 |
Currency/other | (520 | ) |  | (570 | )
Acquisition | 335 |  |  | 210 |
Asset impairments | — |  |  | (68 | )
Balance at September 30, 2018 | $ | 20,900 |  |  | $ | 19,629 |
Changes to goodwill and intangibles were:
• | Acquisition – In connection with the acquisition of Tate's Bake Shop in the second quarter of 2018, we recorded a preliminary purchase price allocation of $335 million to goodwill and $210 million to intangible assets. See Note 2, Divestitures and Acquisitions, for additional information.
• | Asset impairments – During the third quarter of 2018, we recorded $68 million of intangible asset impairments related to our annual testing of non-amortizable intangible assets as described further below.
Our annual impairment assessment test for goodwill and non-amortizable intangible assets was performed as of July 1, 2018. As part of our goodwill quantitative annual impairment testing, we compare a reporting unit’s estimated fair value with its carrying value to evaluate the risk of potential goodwill impairment. We estimate a reporting unit’s fair value using a discounted cash flow method which incorporates planned growth rates, market-based discount rates and estimates of residual value. This year, for our Europe and North America reporting units, we used a market-based, weighted-average cost of capital of 7.3% to discount the projected cash flows of those operations. For our Latin America and AMEA reporting units, we used a risk-rated discount rate of 10.3%. Estimating the fair value of individual reporting units requires us to make assumptions and estimates regarding our future plans and industry and economic conditions, and our actual results and conditions may differ over time. If the carrying value of a reporting unit’s net assets exceeds its fair value, we would record an impairment based on the difference between the carrying value and fair value of the reporting unit. In 2018, there were no goodwill impairments and each of our reporting units had sufficient fair value in excess of its carrying value. While all reporting units passed our annual impairment testing, if planned business performance expectations are not met or specific valuation factors outside of our control, such as discount rates, change significantly, then the estimated fair values of a reporting unit or reporting units might decline and lead to a goodwill impairment in the future. During our 2018 annual testing of non-amortizable intangible assets, we recorded $68 million of impairment charges in the third quarter of 2018 related to five trademarks. The impairments arose due to lower than expected product growth. We recorded charges related to gum, chocolate, biscuits and candy trademarks of $45 million in Europe, $14 million in North America and $9 million in AMEA. The impairment charges were calculated as the excess of the carrying value over the estimated fair value of the intangible assets on a global basis and were recorded within asset impairment and exit costs. We primarily use a relief of royalty valuation method, which utilizes estimates of future sales, growth rates, royalty rates and discount rates in determining a brand's global fair value. We also identified seven brands, including the five impaired trademarks, with $546 million of aggregate book value as of September 30, 2018 that each had a fair value in excess of book value of 10% or less. We believe our current plans for each of these brands will allow them to continue to not be impaired, but if the product line expectations are not met or specific valuation factors outside of our control, such as discount rates, change significantly, then a brand or brands could become impaired in the future.

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