How must a Christies International Real Estate franchisee position the Marks in the market?
Christies_International_Real_Estate Franchise · 2025 FDDAnswer from 2025 FDD Document
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.
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 market, hold out, and position the Marks as a leading luxury brand. Franchisees are prohibited from positioning 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.
This requirement ensures that the Christies International Real Estate brand maintains its exclusive image and reputation in the luxury real estate market. By consistently presenting the Marks as a leading luxury brand, franchisees contribute to the overall brand equity and attract clients seeking high-end real estate services. This also prevents franchisees from diluting the brand by associating it with services or properties that do not meet the luxury standard set by Christies International Real Estate.
Furthermore, the agreement stipulates that 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 from time to time. Franchisees can designate properties as "luxury real estate" based on their market and competitive issues, but Christies International Real Estate retains the right to require the removal of such designations at its discretion. This ensures that the properties associated with the brand align with the luxury image Christies International Real Estate aims to project.