What is the effect of the Brand Guidelines on a Christies International Real Estate franchisee's use of the Marks?
Christies_International_Real_Estate Franchise · 2025 FDDAnswer from 2025 FDD Document
Your Trade Name must be displayed in accordance with our Operations Manual and the Brand Guidelines.
You agree to the following additional obligations, pursuant to our obligations under the Trademark License Agreement:
(a) You shall not represent that you own any of the Marks.
(b) You shall not use any Marks that consist of or incorporate "CHRISTIE'S" in any manner other than in the phrase "CHRISTIE'S INTERNATIONAL REAL ESTATE."
(c) You shall not use the font of the "CHRISTIE'S" Marks for any words other than "CHRISTIE'S."
(d) You must use the Marks in combination with the marks set forth in Section 7 of Exhibit 1 of this Agreement, which may be modified from time to time in writing, with our prior written consent.
(e) You shall market, hold out and otherwise position the Marks as a leading luxury brand.
Your sign(s) must conform to the Brand Guidelines.
All digital marketing must comply with our social media policy in the Brand Guidelines that are contained in the Operations Manual.
Source: Item 23 — RECEIPT (FDD pages 54–177)
What This Means (2025 FDD)
According to the 2025 Christies International Real Estate Franchise Disclosure Document, the Brand Guidelines, along with the Operations Manual, dictate how a franchisee can use the Christies International Real Estate Marks. The franchisee must operate under the trade name "CHRISTIE'S INTERNATIONAL REAL ESTATE" with an approved suffix or prefix that uniquely identifies their office. This trade name must be displayed according to the Operations Manual and Brand Guidelines. The franchisee must obtain Christies International Real Estate's written consent before changing their trade name.
The franchisee cannot represent that they own any of the Marks and can only use "CHRISTIE'S" in the phrase "CHRISTIE'S INTERNATIONAL REAL ESTATE." The franchisee must use the Marks in combination with other marks as set forth in the agreement, which may be modified. The franchisee must market the Marks as a leading luxury brand and cannot position other trademarks as more luxurious. All digital marketing must comply with the social media policy in the Brand Guidelines within the Operations Manual.
The franchisee must install exterior signs displaying their Trade Name on their Main Office and any Additional Offices, conforming to the Brand Guidelines, within ninety days of the agreement's effective date. Any exceptions to office sign requirements due to local ordinances require Christies International Real Estate's prior written permission and written documentation. Upon termination of the agreement, the franchisee must remove all Marks from their independent website and de-identify as an affiliate of Christies International Real Estate. If the domain name contains abbreviations or variations of the Marks, the franchisee must assign or redirect all rights and access to Christies International Real Estate.