Who is considered the 'FRANCHISOR' in the context of the Apricot Lane Guaranty and Assumption of Obligations?

WHEREAS, FRANCHISOR, over a period of time and as the result of the expenditure of time, expertise, effort and money, has developed and owns a valuable and proprietary system, for the establishment, development and operation of specialty retail stores identified by the service mark "APRICOT LANE" ("Specialty Stores") that sell fashion apparel and accessories, home decor, gifts, candles, and jewelry, which System may be changed from time to time; and

WHEREAS, the distinguishing characteristics of the System include, without limitation, distinctive interior layout, decor and color scheme; exclusively designed signage, decorations, furnishings, fixtures and materials; the Confidential Operations Manual; the exclusive product lines, as defined herein, (if any); the Software Package, as defined herein; display, merchandising and marketing of products; retail business operating methods; and methods and techniques for inventory and cost controls, record keeping and reporting, personnel management and training, purchasing, marketing, sales promotion and advertising, all of which may be changed, improved and further developed by FRANCHISOR from time to time (the "System"); and

WHEREAS, FRANCHISOR is the owner of the trade names and service marks "APRICOT LANE" and associated logos and commercial symbols, and such other trade names, trademarks and service marks as are now designated (and may hereinafter be designated in writing by FRANCHISOR) as an integral part of the System (the "Mark(s)"); and

WHEREAS, FRANCHISOR continues to develop, use and control such Marks for the benefit and use of FRANCHISOR and its franchisees in order to identify for the public the source of the products and services marketed thereunder and to represent the System's high standards of operations, quality, products, appearance and service; and

WHEREAS, FRANCHISOR grants to certain qualified persons franchises to own and operate Specialty Stores utilizing the System providing products and services authorized and approved by FRANCHISOR and identified by the "APRICOT LANE" mark as determined by Franchisor; and

WHEREAS, FRANCHISEE desires to obtain a franchise to establish and operate a Specialty Store ("the Franchised Business") and to receive the training and other assistance provided by FRANCHISOR in connection therewith;

Source: Item 23 — RECEIPTS (FDD pages 51–222)