Who bears the expense if Best Western changes any of the Best Western Identifying Marks?

According to Best Western's 2025 Franchise Disclosure Document, Best Western has the option to change any of its identifying marks at any time. However, the financial responsibility for these changes falls on the franchisee. This means that if Best Western decides to update its logos, signage, or other branding elements, the franchisee will be required to cover the costs associated with implementing these changes at their property.

This could involve expenses such as replacing existing signage, updating marketing materials, and modifying other branded items to reflect the new identifying marks. For a prospective Best Western franchisee, this represents a potential financial risk, as they may need to allocate funds for rebranding initiatives that are initiated by Best Western rather than by their own choice.

Franchisees should consider the potential costs associated with these changes when evaluating the overall investment required to operate a Best Western franchise. It would be prudent to inquire about the frequency with which Best Western has historically updated its identifying marks and to try to estimate the potential financial impact of future changes. Understanding this aspect of the franchise agreement can help franchisees better prepare for and manage their expenses throughout the term of their agreement.