Must an Embassy Suites franchisee use the brand's identity and graphics standards for all advertising?

According to the 2025 Embassy Suites Franchise Disclosure Document, franchisees are required to adhere to the brand's identity and graphics standards for all advertising and promotional materials. Specifically, franchisees must advertise and promote their hotel and related facilities in a "first-class, dignified manner, using our identity and graphics Standards for all System Hotels, at your cost and expense." This means that when advertising the Embassy Suites hotel, franchisees must use the specific logos, colors, fonts, and overall visual presentation that Embassy Suites has established for its brand. This ensures a consistent brand image across all locations.

Before producing or distributing any advertising or promotional materials that have not been previously approved, franchisees must submit samples to Embassy Suites for approval. This includes materials in digital, electronic, or computerized form, or any form of media that exists now or is developed in the future. The franchisee cannot use these materials until Embassy Suites has given its approval. Furthermore, Embassy Suites retains the right to disapprove of any advertising or promotional material, even if it was previously approved, and the franchisee must immediately stop using the disapproved material.

These requirements are typical in franchising, as they allow the franchisor to maintain control over the brand's image and ensure consistency in marketing efforts across all franchise locations. By mandating the use of standardized advertising materials and requiring approval for new materials, Embassy Suites aims to protect its brand reputation and avoid any potentially damaging or inconsistent messaging. This also helps to ensure that customers have a consistent experience and perception of the brand, regardless of the specific location they are interacting with.

Therefore, it is crucial for prospective Embassy Suites franchisees to understand that they will have limited autonomy in creating their own advertising campaigns and must work within the established brand guidelines. This includes budgeting for advertising expenses and factoring in the time required to submit materials for approval. Non-compliance with these standards can result in a breach of the franchise agreement and potential legal repercussions.