The certification mark, as intended to be used by businesses authorized by the certifier, is intended to certify that the business using the mark has successfully completed certifier's specialized training in the fields of Alzheimer's disease and other dementias, and that such business has committed to rendering its services in a manner that is consistent with the related "best practices" highlighted by such training. used by persons authorized by the certifier, is intended to certify that the business using the mark has met certain minimum formal education standards, maintains current certification or licensure in their healthcare field, and has met experience standards in the fields of Alzheimer's disease and dementia, and that the work in rendering the services was performed by persons who have met the standards and criteria established by the certifier.