How should a Christies International Real Estate franchisee market the Marks?
Christies_International_Real_Estate Franchise · 2025 FDDAnswer from 2025 FDD Document
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.
You shall not market, hold out or otherwise position any other trademarks, trade names, service marks, domain names, logos 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.
(f) You agree that you are neither directly nor indirectly controlled by Sotheby's Inc., Phillips Auctioneers Limited, Beijing Poly International Auction Co. Ltd., China Guardian Auctions Co. Ltd., or their successors (including, for the avoidance of doubt, Realogy Holdings Corp. and its affiliates, for so long as it is licensed to use the Sotheby's Marks), or any other competitor that we may designate from time to time.
(g) Your rights under this Agreement are contingent on you marketing, selling, or leasing only "luxury real estate" and maintaining 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.
You may designate properties as "luxury real estate" based on your market and relevant market and competitive issues; provided however, that we have the right to require you to remove such designations in our sole discretion.
Source: Item 23 — RECEIPT (FDD pages 54–177)
What This Means (2025 FDD)
According to Christies International Real Estate's 2025 Franchise Disclosure Document, franchisees must adhere to specific guidelines when marketing the brand's Marks. A franchisee cannot represent that they own any of the Marks and must only use the Marks in the phrase "CHRISTIE'S INTERNATIONAL REAL ESTATE." The specific font of "CHRISTIE'S" can only be used for that word. Franchisees must use the Marks in combination with other marks as outlined in Exhibit 1 of the Franchise Agreement, which may be updated.
Christies International Real Estate franchisees are obligated to market, hold out, and position the Marks as a leading luxury brand. They are prohibited from marketing any other trademarks, trade names, service marks, domain names, logos, or other commercial symbols as being associated with more luxurious real estate brokerage services or properties than those offered under the Christies International Real Estate Marks. Furthermore, a franchisee's rights are contingent on marketing, selling, or leasing only "luxury real estate" and maintaining an average selling price for properties that Christies International Real Estate designates.
These regulations ensure brand consistency and prevent franchisees from misrepresenting the brand or diluting its luxury image. Franchisees should carefully review Exhibit 1 of the Franchise Agreement and the Operations Manual for detailed specifications on the proper use of the Marks and the criteria for defining and marketing "luxury real estate." Christies International Real Estate retains the right to require franchisees to remove designations of properties as "luxury real estate" at its discretion, giving the franchisor ultimate control over brand positioning and marketing strategies.