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Look at this example of an assets section of a balance sheet. Goodwill is a separate line item from intangible assets. Intangible assets are those that are nonphysical but identifiable.

Tangible assets are physical items a company or individual owns that have monetary value and can be touched or felt. This distinguishes them from intangible assets, such as patents and copyrights, ...

A good example of how amortization ... contra-asset account on the balance sheet. You can often find this information below ...

The International Accounting Standards Board is undertaking a review into how intangible assets, like brands, are treated.