NOTES TO CONSOLIDATED FINANCIAL STATEMENTS used in estimating the fair value for the segment include deposit  and loan growth rates, forecasted changes in the absolute and  relative levels of interest rates, and the impact of recent and  anticipated regulatory changes affecting retail banking. The  Bancorp forecasts its deposit growth based on an assessment of  its expected funding needs, which includes an analysis of expected  growth in loan and investment balances as well as availability and  expected use of alternative funding sources over that period. The  Bancorp looks at forward interest rate curves to forecast the  future expected interest rate levels, which impact the revenue  from the spread earned on loan balances as well as the funding  benefit generated by the deposit base. The sensitivity of the  Bancorp’s deposit rates to changes in LIBOR is also a key factor  considered in this analysis. The Bancorp also considered the  potential impact of recent and anticipated regulatory changes that  may impact overdraft revenue, debit interchange revenue and  credit card revenue in 2011 and beyond. Changes in these key  assumptions could negatively impact the fair value of the Branch  Banking segment in future periods. These changes would include  unanticipated regulatory changes, movements in interest rates and  economic trends affecting the Branch Banking segment’s profitability.  The discount rates used in the goodwill impairment test as of  September 30, 2010 to develop the estimated fair value of the  segments were as follows:  Discount rates were estimated based on a capital asset pricing  model, which considers the risk-free interest rate, an estimated  equity risk premium, an estimated beta for the Bancorp’s common  stock and size premium adjustments specific to each particular  segment. Based on the results of the Step 1 test, the Bancorp  determined that the fair value of the Commercial Banking, Branch  Banking, and Investment Advisors segments exceeded their  respective carrying values, and consequently, no further testing  was required.  The Step 1 analysis prepared for the Bancorp’s Branch  Banking segment resulted in the unit’s fair value exceeding its  carrying value, including goodwill, by 7%. The key assumptions  Intangible assets consist of servicing rights, core deposit intangibles, customer lists, non-compete agreements and cardholder relationships. Intangible assets, excluding servicing  rights, are amortized on either a straight-line or an accelerated  basis over their estimated useful lives and have an estimated  weighted-average life at December 31, 2010 of 3.5 years. The  Bancorp reviews intangible assets for possible impairment  whenever events or changes in circumstances indicate that  carrying amounts may not be recoverable. For more information  on servicing rights, see Note 13. The details of the Bancorp’s  intangible assets are shown in the following table. As of December 31, 2010, all of the Bancorp’s intangible assets were being amortized. Amortization expense recognized on intangible assets,  including servicing rights, for the years ending December 31, 2010, 2009 and 2008 was $181 million, $204 million and $164 million,  respectively. Estimated amortization expense, including servicing rights, for the years ending December 31, 2011 through 2015 is as follows:  ($ in millions) Gross Carrying  Amount  Accumulated  Amortization  Valuation  Allowance  Net Carrying  Amount  As of December 31, 2010:  Mortgage servicing rights  $2,284 (1,146) (316) 822 Core deposit intangibles  439 (389) - 50 Other 44 (32) 12 Total intangible assets  $2,767 (1,567) (316) 884 As of December 31, 2009:  Mortgage servicing rights  $1,987  (1,008)  (280)  699  Core deposit intangibles  487  (397)  -  90  Other consumer and commercial servicing rights  12  (11)  -  1  Other 53 (37) - 16 Total intangible assets  $2,539  (1,453)  (280)  806  ($ in millions)  Mortgage  Servicing Rights  Other Intangible  Assets Total 2011  $201 22 $223 2012  163 13 176 2013  133 8 141 2014  109 4 113 2015  90 2 92  Fifth Third Bancorp 87 11. INTANGIBLE ASSETS  Discount  Rate  Commercial Banking  16.7% Branch Banking  16.0% Investment Advisors  17.4%