This study aims to develop a new concept of the iconic product advantage as a bridge to solve the research gap on the impact of product development capability on marketing performance. This new concept is studied through relevant theory and tested through empirical research. Data were collected empirically from the owner of Salted Egg (micro. small and medium enterprises MSME) in Brebes. https://www.chiggate.com/shades-eq-gloss-07m-driftwood-for-sale/