A strong brand name is a major strength of Intercontinental Hotels and Resorts. This gives Intercontinental Hotels and Resorts the ability to charge higher prices for their products because consumers place additional value in the brand… … "Brand Name (Intercontinental Hotels and Resorts)" has a significant impact, so an analyst should put more weight into it. "Brand Name (Intercontinental Hotels and Resorts)" will have a long-term positive impact on the this entity, which adds to its value. This statements will have a short-term positive impact on this entity, which adds to its value. This qualitative factor will lead to a decrease in costs. This statement will lead to an increase in profits for this entity. "Brand Name (Intercontinental Hotels and Resorts)" is a difficult qualitative factor to defend, so competing institutions will have an easy time overcoming it.