What does Bonchon define as 'Proprietary Marks'?

According to Bonchon's 2025 Franchise Disclosure Document, the term 'Proprietary Marks' encompasses the brand's symbols, trademarks, service marks, logotypes, and trade names. These marks are crucial for franchisees as they represent the brand's identity and are licensed to franchisees for use in their businesses. Bonchon emphasizes the importance of protecting these marks, as they are essential for maintaining brand consistency and recognition. The FDD also includes a list of specific Proprietary Marks that Bonchon licenses to franchisees, along with their registration numbers, descriptions, and registration dates.

Bonchon franchisees are not allowed to contest Bonchon's interest in the Proprietary Marks or any of Bonchon's trade secrets. Franchisees must follow Bonchon's instructions for identifying themselves as a franchisee and for filing and maintaining any required trade name or fictitious name registrations. Franchisees must also execute any documents that Bonchon or its counsel deem necessary to protect the Proprietary Marks or maintain their validity and enforceability. Franchisees are prohibited from taking any actions that could harm or interfere with the validity of Bonchon's rights to the Proprietary Marks.

Bonchon retains control over any administrative proceedings or litigation involving its trademarks. Franchisees must promptly notify Bonchon of any claims against them for alleged infringement, unfair competition, or similar claims related to the Proprietary Marks. Bonchon will then take action to defend the franchisee and will indemnify the franchisee against third-party actions based on these claims. Franchisees cannot settle or compromise any claims without Bonchon's written consent. All goodwill arising from the use of Bonchon's Proprietary Marks remains Bonchon's exclusive property.