Can a Beehive Homes franchisee use its own name in connection with the Beehive Homes Names and Marks without permission?

According to Beehive Homes' 2025 Franchise Disclosure Document, a franchisee cannot use their own name or any other name in connection with any of the Beehive Homes Names and Marks without prior written consent from Beehive Homes. The FDD specifies that franchisees must operate under the trade name "BEE HIVE HOMES of [Location]" and must obtain written approval from Beehive Homes before using any other name in connection with their operations. This includes using the Beehive Homes names and marks in any corporate, partnership, or entity name, internet-related name (including domain names), or any other business.

This requirement ensures that Beehive Homes maintains consistent branding and quality control across all its franchise locations. By requiring written consent for the use of any names in connection with the Beehive Homes brand, Beehive Homes retains control over its brand identity and prevents franchisees from creating confusion or diluting the brand's value. This protects the goodwill associated with the Beehive Homes name, which the FDD emphasizes is a valuable asset.

For a prospective Beehive Homes franchisee, this means that they must adhere strictly to the approved naming conventions and branding guidelines provided by Beehive Homes. They cannot use their personal name or any other business name in conjunction with the Beehive Homes brand without explicit permission. This is a standard practice in franchising, as franchisors typically want to maintain uniformity and protect their brand identity. Franchisees should be aware of these restrictions and plan their business operations accordingly, ensuring all marketing and branding materials comply with Beehive Homes' requirements.

Furthermore, upon termination of the franchise agreement, the franchisee must immediately discontinue the use of the Trade Name and the Names and Marks. This underscores the importance of adhering to Beehive Homes' branding guidelines and the limited rights franchisees have to use the brand's intellectual property.