What is required to use the trademarks or logos of either the Customer or Company in connection with a Crowne Plaza franchise?

According to the 2025 Crowne Plaza Franchise Disclosure Document, neither the Customer nor the Company can use each other's trademarks or logos without prior written consent. This applies whether the trademarks or logos are used alone or in conjunction with other trademarks or logos. Additionally, the Customer cannot use any of the Bottler's trademarks or logos without the Bottler's prior written consent. All use of the other party's trademarks will benefit the trademark owner. For the purposes of the agreement, the trademarks of both the Company and the Customer include those owned, licensed, or controlled by an entity in which either party has a 50% or greater ownership interest.

Crowne Plaza states that approval for using trademarks or logos will not be withheld or delayed unless the Customer determines that a Customer Mark has been used incorrectly for technical reasons, such as a lack of trademark conformity. Approval can also be withheld if the Customer reasonably determines that the proposed activity or use would reflect negatively on the Customer or the Participating System Hotels.

This requirement ensures that the brand integrity of both Crowne Plaza and its partners is maintained. It also protects the value and reputation associated with each trademark or logo. A prospective franchisee should understand these restrictions and ensure they obtain the necessary written consent before using any trademarks or logos other than those explicitly granted to them in the franchise agreement.