What are the 'Marks' referring to in the context of a Corcoran franchise?
Corcoran Franchise · 2025 FDDAnswer from 2025 FDD Document
We offer franchises for real estate sales offices in the United States to owners of existing real estate brokerage businesses and in certain situations we may offer a franchise to newly formed real estate brokerages as described below in this Item 1 (the "Franchise" or the "Business") The Franchise permits you to offer residential and commercial real estate brokerage services from a specified office location (the "Main Office") and other authorized office locations (the Main Office and other authorized office locations collectively referred to as a "Corcoran Office" or "Office"), using the Corcoran® service mark and other trademarks, service marks, designs, logos and other commercial symbols we periodically designate (collectively, the "Marks"), and using a system that we have developed which includes access to brand specific systems, productivity resources, basic business development support, education, real estate referral and broker communications procedures, marketing and advertising services, products and other support funding by our brand marketing fund ("Brand Marketing Fund" or "BMF") and various other items (the "System"), all in accordance with the terms of our Real Estate Franchise Agreement ("Franchise Agreement") and the mandatory provisions of our Policies and Procedures Manual and the Brand Standards (collectively referred to as the "P&P Manual"). The franchises offered under the Corcoran® System are not in any way associated with Corcoran Sunshine (described below) and Corcoran Sunshine is not part of the System. Nothing limits Corcoran Sunshine's ability to operate or open an office anywhere in the U.S. or internationally.
You may also conduct new development services using the Marks, subject to the requirements set forth in the P&P Manual, which includes our prior written approval for conducting new development services from Development Offices (defined in the P&P Manual). We have the right to condition our approval of new development services depending on the size, scope, and type of the property or the architect (or architectural firm) utilized for the property, as more fully described in the P&P Manual.
Source: Item 1 — THE FRANCHISOR, AND ANY PARENTS, PREDECESSORS, AND AFFILIATES (FDD pages 9–17)
What This Means (2025 FDD)
According to Corcoran's 2025 Franchise Disclosure Document, the term "Marks" collectively refers to the Corcoran® service mark and other trademarks, service marks, designs, logos, and other commercial symbols that Corcoran periodically designates. As a franchisee, you are granted the right to use these Marks to offer residential and commercial real estate brokerage services from your specified office locations. This use is a key component of the Corcoran franchise system.
The Marks are essential for branding and creating a consistent image across all Corcoran franchises. By using the Marks, franchisees benefit from the recognition and reputation associated with the Corcoran brand. However, the FDD stipulates that the use of these Marks is subject to the terms of the Real Estate Franchise Agreement and the mandatory provisions of the Policies and Procedures Manual and the Brand Standards.
Furthermore, franchisees may also conduct new development services using the Marks, but this is subject to additional requirements outlined in the P&P Manual, including obtaining prior written approval from Corcoran for conducting new development services from Development Offices. Corcoran retains the right to condition its approval based on factors such as the size, scope, and type of the property or the architect utilized for the property. This ensures that the use of the Marks in new development services aligns with Corcoran's brand standards and strategic objectives.