Intangible Assets with Indefinite Lives are not Amortized.Reviewed Annually for Possible Impairment of Value by first using Qualitative Factors to determine whether it is more likely than not that the fair value of the indefinite-life intangible is less than its carrying amount. Qualitative Factors include: negative effects due to increases in costs, decreases in cash flows beyond expectations, an economic downturn, or deterioration in the industry.