Can Best Western change its Identifying Marks?

According to Best Western's 2025 Franchise Disclosure Document, Best Western has the authority to modify its identifying marks at any time. Specifically, Best Western can change any of the Best Western Identifying Marks, or the way in which any of them are depicted.

However, this change is at Best Western's sole option, and the financial responsibility for implementing these changes falls on the franchisee. This means that if Best Western decides to update or alter its trademarks, franchisees will be required to cover the expenses associated with updating signage, marketing materials, and other items displaying the changed marks.

This clause is important for prospective franchisees to consider, as it represents a potential cost that is outside of their direct control. While brand evolution is normal, franchisees should budget for potential rebranding expenses and understand the implications of Best Western's right to unilaterally change its identifying marks.