Customers typically rebel against price increases by switching to competing products, but if a company has pricing power, customers will continue using Honiton LED’s products and services. Honiton LED has the ability to charge customers higher prices… … This statements will have a short-term positive impact on this entity, which adds to its value. "Pricing Power (Honiton LED)" is a difficult qualitative factor to defend, so competing institutions will have an easy time overcoming it.