Customers typically rebel against price increases by switching to competing products, but if a company has pricing power, customers will continue using Aldo’s products and services. Aldo has the ability to charge customers higher prices… … "Pricing Power (Aldo)" has a significant impact, so an analyst should put more weight into it. "Pricing Power (Aldo)" is an easily defendable qualitative factor, so competing institutions will have a difficult time overcoming it.