A strong brand name is a major strength of LSec*. This gives LSec* the ability to charge higher prices for their products because consumers place additional value in the brand… … "Brand Name (LSec*)" will have a long-term positive impact on the this entity, which adds to its value. This statement will lead to an increase in profits for this entity. "Brand Name (LSec*)" is a difficult qualitative factor to defend, so competing institutions will have an easy time overcoming it.