Intangible assets include patents, copyrights, franchises, goodwill, trademarks, trade names, and secret processes.

Lululemon Athletica Inc's most important asset is not their store fixtures, it is their brand image. However, if you look at Lululemon's 2016 financial statements, the brand name is not listed as a key part of its $27 million in recorded intangible assets. The company's financial statements list goodwill, non-competition agreements, and reacquired franchise rights as its three most significant intangible assets.

Similar in nature, some people argue that Coca-Cola's major asset is its secret formula for making Coke. An argument can be made that Bell Canada's most important asset is its subscriber base.

Identifying and measuring these intangibles is often difficult, and as a result many intangibles have not been captured on the company's statements of financial position.

In your initial post, think of other examples and address whether these companies recognize these intangible assets on their financial statements. Why or why not?