HealthMark - Research: Competitive analysis/ Direct Indirect

Logo

ColorName Energy Star American Heart Association Entertainment Software Rating Board United States Department of Agriculture Motion Picture Association of America Better Business Bureau

Tagline Learn and Live OK to play? Check the ratings N/A N/A Start with Trust

Facebook http://www.facebook.com/energystar http://www.facebook.com/StartWalkingNow http://www.facebook.com/oktoplay http://www.facebook.com/pages/USDA-Organic/108181285882865

http://www.facebook.com/pages/Motion-Picture-Association-of-America-film-rating-

system/105525736147860

http://www.facebook.com/pages/Better-Business-Bureau-US/25368131403

Business Category Energy Services Not for Profit (Health Services) Not for Profit Certification Services Not for Profit -Rating System N/A

City Australia Dallas, Texas Canada Washington, D.C Washington, D.C Arlington, VA

Uniqueness Provide Energy Labeling for almost every single applinace

Most trusted (63 percent) and the most recognized (83 percent) health symbol

among food icons tested.

Ratings remain consistent and trusted by the general public. Certification stamp is a nationally accepted rating system MPAA's rating systems holds a monopoly

over the film industry

BBB issues reports on all businesses, whether or not they are a BBB member, all on their website

that is accessbile to the public

Mission Save money while reducing greenhouse gas emissions

Boosting product salesHelping shoppers choose

Supporting your marketing strategy

Helping consumers make informed decisions about the video games they choose

The NOP facilitates trade and ensures integrity of organic agricultural products by consistently implementing organic standards and enforcing compliance with the regulations

throughout the world.

To advance the business and the art of filmmaking and its enjoyment around the

worldTo be the leader in advancing marketplace trust

Industries Energy Programs Health Services Gaming Agricultural Film N/A

List of Products/ Services Energy Rating

shelf hang tags, cart cards, lighted signs, floor ads, TV spots, media placements, and

moreGame Ratings Sticker/Stamp Ratings

Business Reliability ReportsFraud Prevention

Complaints and Dispute ResolutionTruth-in-Advertising

Consumer and Business EducationWise Giving Charity Reports

Charity Accountability and Effectiveness Education

Strengths

It is currently mandatory for many household products offered for sale in Australia to carry an approved energy

label

In May 2010, the AHA endorsed the Nintendo Wii Console to encourage

everyone to get involved in a level of fitness that would develop healthiness. The AHA Heart Icon is featured on the box of the

console as well as on the Wii Fit Plus and Wii Sports Resort titles.

ESRB dominates the game rating market. Almost all gamers associate ratings with

ERSB

Existing high level of political and funding support, and high visibility for the program

Theater owners agree to enforce corporate film ratings as determined by the MPAA,

which in turn facilitates their access to new film releases.

News media frequently turn to local BBBs as expert sources of news about scams and consumer

issues

WeaknesessWebsite structure makes it difficult to understand the structure and "about

us" portionN/A

One recent controversal rating changed GTA 2 from mature to Adults only. Retailers

believe this adults only rating ultimately hurts sales.

The risks and lost efficiencies associated with poor document control and records management; public

confusion about organics; organic scandals related to enforcement; and conflict among industry groups

Inconsistency of reviews or adult ratings of films can either attract or repell the targeted

audience

BBBs have been accused of unduly protecting companies. The BBB of Central Illinois states on

their website that only businesses which pay dues are eligible for an A+ rating.

Icon

Summary

•Provide energy labeling for almost every single house appliance •Energy Ratings •Serves as the number 1 guide to choosing energy efficient appliances •Mandatory for many Australian house appliances for sale to have energy star label •Save money while being eco friendly

•Learn and Live •Most recognized health symbol among food icons tested •Helps shoppers choose •AHA endorsed the Wii console to get involved with developing healthiness •AHA heart is on the Wii Fit Plus and Wii Sports titles

•OK to play? Check the ratings? •Helping consumers make informed decisions about the video games they choose •ESRB dominated the game rating market •Adults only rating ultimately hurts sales for businesses •Many retail stores prohibit the sale of unrated video games

•Certification stamp is a nationally accepting rating system •Consumers trust the organic label •High level of political and funding support •Placing the word “organic” serves as a marketing advantage •Aims to meet the needs of farmers and ranchers

•MPAA’s rating system holds a monopoly over the film industry •Criticized for the secrecy of its decisions as well as for perceived inconsistencies •Simply and easy to understand rating system •Most recognizable guide for parents regarding the content of movies • Rated by a group of corporate analysts

•Start with trust •News and media use BBB as expert sources of scams and consumer issues •Report information on business reliability •BBB has faces controversy with biased reports •Very Simply Rating system (A+, A , A- etc.)

HealthMark - Research: Competitive analysis/ Direct Indirect

Standard and Poor's LEED Cerrified Naturally Grown

N/A N/A The Grassroots Alternative to Certified Organic

http://www.facebook.com/pages/Standard-Poors/105622112803576

http://www.facebook.com/group.php?gid=6237702729

http://www.facebook.com/pages/Certified-Naturally-

Grown/296972605988

financial services credit rating system not for profit-certification services non-profit alternate farm assurance certification program

New York Washington, D.C Stone Ridge, New York

N/A LEED is an internationally recognized green building certification system

Certification created for small scale farmers

Provide investors who want to make better informed investment decisions with market intelligence in the form of credit ratings, indices, investment research and risk

evaluations and solutions.

To transform the way buildings and communities are designed, built and operated, enabling an

environmentally and socially responsible, healthy, and prosperous environment that improves the quality of

life.

Provide a grass-roots farmer-driven alternative to Organic certification

Financial Services Eco Friendly/Green Building Construction Organic Farming

Benchmarks, research, data sets and analytics, credit ratings Ratings Systems and Certifications Certification Programs

With offices in 23 countries and a history that dates back 150 years, Standard & Poor’s is known to investors

worldwide as a leader of financial- market intelligence. Almost all financial intermedials and

investors use this as a direct resource.

LEED is flexible enough to apply to all building types – commercial as well as residential.

Signifcantly less paperwork than the USDA's National Organic Program to accomdate the needs of small

farmers.

Subject to criticism in the wake of large losses beginning in 2007. Such high raitings were given to large

portions of even the riskiest pool of loans

Often, when a LEED rating is pursued, the cost of initial design and construction rises

The operation and process is running primarily on voluntary donations from farmers and

supporters.

•Allow investors to make better investment decisions with market knowledge •Credit Rating Agency •Almost all financial intermediaries and investors use Standard and Poor’s •Faced controversy of giving high ratings to riskiest pool of loans •Simple Rating System like BBB

•Internationally recognized green building certification system •Encouraging buildings and communities to be eco-friendly •LEED is flexible enough to apply to all building types •Architects, real estate professionals, facility managers, engineers, interior designers, landscape architects, construction managers, lenders and government officials •Process include a balanced and transparent committee structure

•Certification created for small scale farmers •Serves as an alternative to USDA Organic Program •Participating farmers can use CNG label for free •Minimal Paperwork process makes it easier for farmers to use •Program is run on voluntary donations form farmers and supporters