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A tarnished reputation can hurt Caterpillar Inc.’s brand in the eyes of a consumer… … "Tarnished Reputation (Caterpillar Inc.)" will have a long-term negative impact on this entity, which subtracts from the entity's value. "Tarnished Reputation (Caterpillar Inc.)" is a difficult qualitative factor to overcome, so the investment will have to spend a lot of time trying to overcome this issue.