When given a choice, customers are loyal to Unilever. Instead of targeting all customers, Unilever only needs to target new customers in order to grow their business… … 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. "Customer Loyalty (Unilever)" is a difficult qualitative factor to defend, so competing institutions will have an easy time overcoming it.