How must a Christies International Real Estate franchisee market the Marks?
Christies_International_Real_Estate Franchise · 2025 FDDAnswer from 2025 FDD Document
As described in Item 13, the Trademark License Agreement contains significant restrictions on our and your uses of the Marks and your Business. These are generally set forth in the License Agreement and in our Operations Manual (which contains the Brand Guidelines). For instance, you are not permitted to use any Marks that consist of or incorporate "CHRISTIE'S" in any manner other than in the phrase "CHRISTIE'S INTERNATIONAL REAL ESTATE." In addition, you are required to market, hold out and otherwise position the Marks as a leading luxury brand, and you must not market, hold out or otherwise position any other trademarks or other commercial symbols as being associated with more luxurious real estate brokerage services or more luxurious real estate properties than those offered, marketed or sold under the Marks. You must use the Marks in combination with your marks, which will be set forth in Section 7 of Exhibit 1 of the License Agreement. Further, you must only sell "luxury" real estate and maintain an average selling price for properties that we designate from time to time, as further described in the Operations Manual, which definitions of, and formulas for calculating, "luxury real estate" are prescribed by IP Owner in the Trademark License Agreement. The Trademark License Agreement is confidential between us and IP Owner.
Source: Item 16 — RESTRICTIONS ON WHAT THE FRANCHISEE MAY SELL (FDD page 43)
What This Means (2025 FDD)
According to Christies International Real Estate's 2025 Franchise Disclosure Document, franchisees face specific requirements regarding the marketing of the brand's Marks. Franchisees must position the Marks as a leading luxury brand. They are prohibited from marketing other trademarks or commercial symbols as being associated with more luxurious real estate brokerage services or properties than those offered under the Christies International Real Estate Marks.
The franchisee is required to use the Marks in combination with their own marks, as specified in the License Agreement. Furthermore, franchisees are restricted to selling "luxury" real estate and must maintain an average selling price for properties as designated by Christies International Real Estate. The definitions and formulas for calculating "luxury real estate" are determined by the IP Owner in the Trademark License Agreement, which is confidential between Christies International Real Estate and the IP Owner.
These stipulations ensure that each franchisee contributes to maintaining the brand's luxury image and prevents any potential devaluation through association with non-luxury services or properties. Prospective franchisees should carefully review the Operations Manual and License Agreement to fully understand these marketing obligations and restrictions, as non-compliance could lead to breach of contract.