Why is my battery life so short?

I bought a brand new battery but only get about 2hrs of life out of it.  I've gone through the support pages and tips for improving battery life, but it hasn't changed.  Can anyone help me with this?

Is it an Apple battery or a 3rd party knock off?
Do you have your brightness on full? A bright screen ***** battery life.
What are you running when you are using it? A bunch of apps? Watching movies? Playing games? Encoding video/audio?
There are a lot of reasons that a battery dies quickly, we need more info.

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