Who benefits from the goodwill associated with the operation of an All Dogs Unleashed Franchised Business?

According to the 2025 All Dogs Unleashed Franchise Disclosure Document, both the franchisor and franchisee benefit from the goodwill associated with the Marks and the System. The franchisee is prohibited from harming the goodwill associated with the All Dogs Unleashed brand. Specifically, franchisees are prohibited from diverting customers to competitors or doing anything to harm the goodwill associated with the Marks and the System. This obligation extends during the term of the franchise agreement.

This restriction is in place to protect the All Dogs Unleashed brand and ensure that franchisees are not taking actions that could damage the reputation or value of the business. By maintaining the goodwill, both the franchisor and the franchisee can benefit from a strong brand reputation and customer loyalty. This is a common practice in franchising, as the franchisor relies on its franchisees to uphold brand standards and protect the brand's image.

The franchisor also benefits from the goodwill because the franchise agreement states that the franchisor has acquired the license to use and sublicense the use of a business format and system for a business that provides dog obedience and behavioral modification training, grooming, and boarding services under the trade name and service mark "ALL DOGS UNLEASHED." The system is identified by the marks, and the franchisee has applied for the right to operate a business using the system and marks. Therefore, the goodwill associated with the marks benefits the franchisor, as it is the owner of the marks.