How must a Corcoran franchisee identify themselves as the owner of the Franchise?

According to Corcoran's 2025 Franchise Disclosure Document, franchisees must use the Corcoran Mark in conjunction with their trade name, which is the name under which they operate their business. Franchisees must also clearly identify themselves as the independent owner of the franchise. However, franchisees are prohibited from using any of Corcoran's Marks as part of their legal entity name.

This requirement ensures that while franchisees benefit from the Corcoran brand recognition, they also maintain their own identity as independent business owners. This is a fairly standard practice in franchising, where franchisors want to maintain brand consistency while allowing franchisees to operate with some autonomy. The trade name must also identify the franchisee's office.

Corcoran also specifies that the trade name may be displayed in standard text or a logo format, but the specific details of the logo, such as font type, style, and proportions, are outlined in the Brand Standards and cannot be altered by the franchisee. This level of detail is typical in franchise agreements to maintain a consistent brand image across all locations. NRT NY also operates under the trade name "Corcoran."