IFRS 10 in relation to IAS 38

Hi, I am having a look at the BPP exercises related to Consolidation and in some cases internally developed brand names of customer lists are included in the calculation of the goodwill. However as far as I read into the book, under "IAS 38 intangible assets" those kind of items do not qualify for recognition as intangible assets. That said, is there someone who could shed some light on the topic please? It looks a bit confusing to me. thank you very much S.