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A tarnished reputation can hurt **Delta Airlines **’s brand in the eyes of a consumer… … "Tarnished Reputation (Delta Airlines )" has a significant impact, so an analyst should put more weight into it. "Tarnished Reputation (Delta Airlines )" will have a long-term negative impact on this entity, which subtracts from the entity's value. This statements will have a short-term negative impact on this entity, which subtracts from its value.