Under what name are Corcoran franchisees required to operate?
Corcoran Franchise · 2025 FDDAnswer from 2025 FDD Document
f the protected area granted or otherwise is in default of the Franchise Agreement.
ITEM 13. TRADEMARKS
You are required to operate under the name "Corcoran" with a name that identifies your Office. According to our Brand Standards, your trade name may be displayed in standard text as well as in a logo format. The specific font type, style, proportions and other specific details of the logo formats are described in specific detail in the Brand Standards and may not be altered by you. NRT NY also operates under the trade name "Corcoran."
You may also use other current or future Marks that we license to you.
Source: Item 13 — TRADEMARKS (FDD pages 59–60)
What This Means (2025 FDD)
According to Corcoran's 2025 Franchise Disclosure Document, franchisees must operate under a trade name that incorporates the "Corcoran" mark along with a name that identifies their specific office. The FDD specifies that franchisees must use the Corcoran mark in combination with their trade name, and this trade name is the sole name under which the business must operate. Franchisees are also required to identify themselves as the independent owner of the franchise.
This means that while franchisees have some flexibility in choosing a name to identify their office, they must always include "Corcoran" as part of their trade name. This requirement ensures brand consistency across all franchise locations and reinforces the connection to the established Corcoran brand. The specific font, style, and proportions of the logo must adhere to Corcoran's Brand Standards, preventing franchisees from altering the logo's appearance.
Corcoran also grants franchisees a license to use the Corcoran Colorbar Mark in conjunction with their trade name. Franchisees must adhere to the guidelines outlined in the Franchise Agreement, the Policies and Procedures (P&P) Manual, and the Brand Guide when using the marks. These documents provide detailed instructions for the proper use of the Corcoran marks, ensuring that franchisees maintain the brand's integrity and standards. NRT NY also operates under the trade name "Corcoran."