What does the term 'Brand' refer to in the context of an Embassy Suites franchise agreement?

According to the 2025 Embassy Suites Franchise Disclosure Document, the term 'Brand' refers to Embassy Suites, as that name is used to identify the chain of hotels operated under the same Chain Code and Standards. The Brand does not mean Hilton Worldwide, its Affiliates, or any other brands, product lines, or chains of hotels that include the words "Embassy," "Suites," or "Hilton" as any part of their brand name.

This definition clarifies that while Embassy Suites is affiliated with Hilton Worldwide, the 'Brand' specifically refers to the Embassy Suites chain itself, distinguished by its unique Chain Code and Standards. This distinction is important for franchisees as it defines the scope of the license they are granted and the specific standards they must adhere to.

The definition also explicitly excludes Hilton Worldwide and other hotel chains that might include similar words in their names. This ensures that the franchisee's rights and obligations are specific to the Embassy Suites system and not diluted by broader affiliations or other brands within the Hilton portfolio. This focused definition helps in setting clear expectations and boundaries for the franchisee's operations under the Embassy Suites franchise agreement.