In an effort to save money, customers tend to downgrade from premium brands to private label products. This hurts companies that specialize in premium products. The value of a brand is suppose to convince consumers that a premium product deserves a premium price, but when economic times are difficult, a strong brand has less sway. … This statement will lead to a decrease in profits. "Private Label Goods Hurt Premium Products" is an easy qualitative factor to overcome, so the investment will not have to spend much time trying to overcome this issue.