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A tarnished reputation can hurt Family counsellor’s brand in the eyes of a consumer… … "Tarnished Reputation (Family counsellor)" has a significant impact, so an analyst should put more weight into it. "Tarnished Reputation (Family counsellor)" will have a long-term negative impact on this entity, which subtracts from the entity's value. This statement will lead to a decrease in profits. "Tarnished Reputation (Family counsellor)" is a difficult qualitative factor to overcome, so the investment will have to spend a lot of time trying to overcome this issue.