What specific trademark is considered the 'Principal Mark' for an Embassy Suites franchise?
Embassy_Suites Franchise · 2025 FDDAnswer from 2025 FDD Document
We grant you a limited, nonexclusive right to use our System in the operation of a hotel at a specified location under the licensed trademark "Embassy" ("Principal Mark"). As used in the Franchise Agreement and this Disclosure Document, the System includes the Marks. The Marks include the Principal Mark and all other service marks, copyrights, trademarks, logos, insignia, emblems, symbols, and designs (whether registered or unregistered), slogans, distinguishing characteristics, trade names, domain names, and all other marks or characteristics associated or used with or in connection with the System, and similar intellectual property rights, that we designate to be used in the System.
Source: Item 13 — TRADEMARKS (FDD pages 70–72)
What This Means (2025 FDD)
According to Embassy Suites's 2025 Franchise Disclosure Document, the licensed trademark "Embassy" is designated as the Principal Mark under which franchisees operate their hotels. While franchisees have the right to use the Embassy Suites system, including all associated marks, the franchisor retains the authority to modify or withdraw these marks, with the exception of the Principal Mark. This ensures a consistent brand identity across all franchised locations.
Embassy Suites grants franchisees a limited, nonexclusive right to use their System, which includes the Principal Mark and other trademarks, service marks, logos and designs. The Principal Mark is a key element of the franchise agreement, and Embassy Suites assures franchisees that it will not be withdrawn. However, it is important to note that the franchisor's affiliate, HIH, holds the rights to the Marks.
It's worth noting that while the trademark "Embassy" is considered the Principal Mark, it does not have federal registration. This means it may not have as many legal benefits and rights as a federally registered trademark. If the right to use this mark is challenged, franchisees may have to change to an alternative trademark, which may increase their expenses.