Brand Name.

Geographically diverse business and revenue should help shield the business from shocks in any one part of their business. Different countries or locations around the world have different characteristics. Those characteristics do not always match, therefore, a company can lower their risk by investing in part of the world with low correlations. The lower the risk, the better. This lowers risk and increases the value of the business over the long-term. … "Geographically Diverse Business" has a significant impact, so an analyst should put more weight into it.

Source: http://en.wikipedia.org/wiki/Brand_name … "Brand Name." has a significant impact, so an analyst should put more weight into it. "Brand Name." 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. "Brand Name." is a difficult qualitative factor to defend, so competing institutions will have an easy time overcoming it.