Brand identity is what you want customers to feel about your brand and brand image is what they actually think. This is often listed as part of the internal environment. This is misleading as it is a poor practice to think of customers as internal. You can influence what customers think but this is largely beyond your direct control. A substitute good is a product or service in a different product category that can indirectly compete with your offerings. For example, robots that suddenly evolve to replace delivery services by allowing consumers to send their robotic representative to pick things up on their behalf from a neighborhood drop point.
Anti-competitive Practices (of the competition)
Barriers to Entry
Legal (e.g. Court Rulings)
New Market Entrants
Permits & Licenses
Subsidies and Government Interference in Markets