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A tarnished reputation can hurt JD sports vs Sports Direct’s brand in the eyes of a consumer… … "Tarnished Reputation (JD sports vs Sports Direct)" has a significant impact, so an analyst should put more weight into it. "Tarnished Reputation (JD sports vs Sports Direct)" 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. "Tarnished Reputation (JD sports vs Sports Direct)" is an easy qualitative factor to overcome, so the investment will not have to spend much time trying to overcome this issue.