1. HealthMark - Research: Competitive analysis/ Direct Indirect
Logo
Color
Name 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
http://www.facebook.com/pages/Motion-
http://www.facebook.com/pages/USDA- http://www.facebook.com/pages/Better-Business-
Facebook http://www.facebook.com/energystar http://www.facebook.com/StartWalkingNow http://www.facebook.com/oktoplay Picture-Association-of-America-film-rating-
Organic/108181285882865 Bureau-US/25368131403
system/105525736147860
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
Most trusted (63 percent) and the most BBB issues reports on all businesses, whether or
Provide Energy Labeling for almost Ratings remain consistent and trusted by the MPAA's rating systems holds a monopoly
Uniqueness recognized (83 percent) health symbol Certification stamp is a nationally accepted rating system not they are a BBB member, all on their website
every single applinace general public. over the film industry
among food icons tested. that is accessbile to the public
Boosting product sales The NOP facilitates trade and ensures integrity of organic To advance the business and the art of
Save money while reducing Helping consumers make informed decisions
Mission Helping shoppers choose agricultural products by consistently implementing organic filmmaking and its enjoyment around the To be the leader in advancing marketplace trust
greenhouse gas emissions about the video games they choose
Supporting your marketing strategy standards and enforcing compliance with the regulations world
throughout the world.
Industries Energy Programs Health Services Gaming Agricultural Film N/A
Business Reliability Reports
Fraud Prevention
shelf hang tags, cart cards, lighted signs, Complaints and Dispute Resolution
List of Products/
Energy Rating floor ads, TV spots, media placements, and Game Ratings Sticker/Stamp Ratings Truth-in-Advertising
Services
more Consumer and Business Education
Wise Giving Charity Reports
Charity Accountability and Effectiveness Education
In May 2010, the AHA endorsed the
Nintendo Wii Console to encourage
It is currently mandatory for many Theater owners agree to enforce corporate
everyone to get involved in a level of fitness ESRB dominates the game rating market. News media frequently turn to local BBBs as expert
household products offered for sale in Existing high level of political and funding support, and film ratings as determined by the MPAA,
Strengths that would develop healthiness. The AHA Almost all gamers associate ratings with sources of news about scams and consumer
Australia to carry an approved energy high visibility for the program which in turn facilitates their access to new
Heart Icon is featured on the box of the ERSB issues
label film releases.
console as well as on the Wii Fit Plus and
Wii Sports Resort titles.
One recent controversal rating changed GTA The risks and lost efficiencies associated with poor BBBs have been accused of unduly protecting
Website structure makes it difficult to Inconsistency of reviews or adult ratings of
2 from mature to Adults only. Retailers document control and records management; public companies. The BBB of Central Illinois states on
Weaknesess understand the structure and "about N/A films can either attract or repell the targeted
believe this adults only rating ultimately hurts confusion about organics; organic scandals related to their website that only businesses which pay dues
us" portion audience
sales. enforcement; and conflict among industry groups are eligible for an A+ rating.
Icon
•Provide energy labeling for •Learn and Live •OK to play? Check the ratings? •Certification stamp is a nationally accepting rating •MPAA’s rating system holds a
monopoly over the film industry •Start with trust
almost every single house system
appliance •Most recognized health symbol •Helping consumers make informed
•Criticized for the secrecy of its •News and media use BBB as expert
among food icons tested decisions about the video games they •Consumers trust the organic label
decisions as well as for perceived sources of scams and consumer issues
•Energy Ratings choose inconsistencies
•Helps shoppers choose •High level of political and funding support
•Report information on business reliability
•Serves as the number 1 guide to •ESRB dominated the game rating •Simply and easy to understand rating
Summary choosing energy efficient •AHA endorsed the Wii console to get market •Placing the word “organic” serves as a marketing system •BBB has faces controversy with biased
appliances involved with developing healthiness advantage
reports
•Adults only rating ultimately hurts •Most recognizable guide for parents
•Mandatory for many Australian •AHA heart is on the Wii Fit Plus and sales for businesses •Aims to meet the needs of farmers and ranchers regarding the content of movies •Very Simply Rating system (A+, A , A- etc.)
house appliances for sale to Wii Sports titles
have energy star label •Many retail stores prohibit the sale of • Rated by a group of corporate
unrated video games analysts
•Save money while being eco
friendly

2. HealthMark - Research: Competitive analysis/ Direct Indirect
Standard and Poor's LEED Cerrified Naturally Grown
The Grassroots Alternative to
N/A N/A
Certified Organic
http://www.facebook.com/pages/Cert
http://www.facebook.com/pages/Standard- http://www.facebook.com/group.php?gid=623770272
ified-Naturally-
Poors/105622112803576 9
Grown/296972605988
non-profit alternate farm
financial services credit rating system not for profit-certification services
assurance certification program
New York Washington, D.C Stone Ridge, New York
LEED is an internationally recognized green building Certification created for small scale
N/A
certification system farmers
To transform the way buildings and communities are
Provide investors who want to make better informed
designed, built and operated, enabling an
investment decisions with market intelligence in the form Provide a grass-roots farmer-driven
environmentally and socially responsible, healthy, and
of credit ratings, indices, investment research and risk alternative to Organic certification
prosperous environment that improves the quality of
evaluations and solutions.
life.
Financial Services Eco Friendly/Green Building Construction Organic Farming
Benchmarks, research, data sets and analytics, credit
Ratings Systems and Certifications Certification Programs
ratings
With offices in 23 countries and a history that dates
Signifcantly less paperwork than the
back 150 years, Standard & Poor’s is known to investors
LEED is flexible enough to apply to all building types USDA's National Organic Program
worldwide as a leader of financial- market
– commercial as well as residential. to accomdate the needs of small
intelligence. Almost all financial intermedials and
farmers.
investors use this as a direct resource.
The operation and process is
Subject to criticism in the wake of large losses
Often, when a LEED rating is pursued, the cost of running primarily on voluntary
beginning in 2007. Such high raitings were given to large
initial design and construction rises donations from farmers and
portions of even the riskiest pool of loans
supporters.
•Internationally recognized green building •Certification created for small
•Allow investors to make better investment
certification system scale farmers
decisions with market knowledge
•Encouraging buildings and communities to be •Serves as an alternative to
•Credit Rating Agency
eco-friendly USDA Organic Program
•Almost all financial intermediaries and investors
•LEED is flexible enough to apply to all building •Participating farmers can use
use Standard and Poor’s
types CNG label for free
•Faced controversy of giving high ratings to riskiest
•Architects, real estate professionals, facility •Minimal Paperwork process
pool of loans
managers, engineers, interior designers, makes it easier for farmers to
landscape architects, construction managers, use
•Simple Rating System like BBB
lenders and government officials
•Program is run on voluntary
•Process include a balanced and transparent donations form farmers and
committee structure supporters