What are 'Marks' defined as in the context of a Christies International Real Estate franchise?

According to the 2025 Christies International Real Estate FDD, the term "Marks" refers to the trademarks, service marks, trade names, logos, and other commercial symbols that are associated with the Christies International Real Estate brand. As a franchisee, it is crucial to understand the proper usage and restrictions surrounding these Marks, as they represent the brand's identity and reputation.

The FDD emphasizes that franchisees cannot represent ownership of any of the Marks and must use "CHRISTIE'S" only in the phrase "CHRISTIE'S INTERNATIONAL REAL ESTATE." Additionally, the specific font of the "CHRISTIE'S" Marks can only be used for the word "CHRISTIE'S." Franchisees must also use the Marks in combination with other marks as specified in Exhibit 1 of the Franchise Agreement, which may be updated periodically with the franchisor's written consent. These guidelines ensure consistent brand representation and prevent misuse of the brand's intellectual property.

Christies International Real Estate requires franchisees to market and position the Marks as a leading luxury brand. Franchisees are prohibited from associating any other trademarks, trade names, service marks, domain names, logos, or commercial symbols with more luxurious real estate brokerage services or properties than those offered under the Marks. This condition aims to maintain the brand's exclusive image and prevent any dilution of its perceived value in the luxury real estate market. Furthermore, franchisees must adhere to digital marketing guidelines, including social media policies outlined in the Operations Manual, to ensure consistent and appropriate brand promotion across all online platforms.