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A tarnished reputation can hurt Restaurant with Shisha Lounge’s brand in the eyes of a consumer… … "Tarnished Reputation (Restaurant with Shisha Lounge)" has a significant impact, so an analyst should put more weight into it. This statements will have a short-term negative impact on this entity, which subtracts from its value. "Tarnished Reputation (Restaurant with Shisha Lounge)" is an easy qualitative factor to overcome, so the investment will not have to spend much time trying to overcome this issue.