What is the application date for the 'EMBASSY SUITES BY HILTON (words)' trademark?

According to Embassy Suites By Hilton's 2025 Franchise Disclosure Document, the application date for the 'EMBASSY SUITES BY HILTON (words)' trademark is December 13, 2024. This indicates the date when HIH, an affiliate of Hilton Worldwide, applied for registration of this specific trademark with the United States Patent and Trademark Office.

Securing trademark rights is crucial for franchise systems like Embassy Suites By Hilton. It protects the brand's identity and prevents unauthorized use by third parties. The application date is the first step in the process of obtaining federal registration, which provides significant legal benefits and rights. This registration helps Embassy Suites By Hilton maintain consistent branding across all franchised locations and ensures that franchisees operate under a legally protected name.

Prospective franchisees should understand the importance of these trademarks. They are granted a limited, nonexclusive right to use the 'Embassy' trademark and other associated marks within the System, as outlined in the Franchise Agreement. However, franchisees must adhere to the franchisor's standards and guidelines for using these marks. Unauthorized use can lead to a breach of the agreement and potential legal consequences. Embassy Suites By Hilton retains control over any legal proceedings related to the trademarks, emphasizing the importance of brand consistency and protection within the franchise system.

It is also important to note that while Embassy Suites By Hilton has applied for and, in some cases, received registration for many trademarks, the principal trademark "Embassy" does not have federal registration. This means it does 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.