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