What is the 'Principal Mark' that Embassy Suites By Hilton franchisees are licensed to use?
Embassy_Suites_By_Hilton 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 the 2025 Embassy Suites By Hilton Franchise Disclosure Document, the 'Principal Mark' that franchisees are licensed to use is "Embassy". The FDD specifies that franchisees are granted a limited, nonexclusive right to use the Embassy Suites By Hilton system, which includes the Marks, in the operation of a hotel at a specified location under this licensed trademark. The Marks encompass the Principal Mark and all other service marks, copyrights, trademarks, logos, insignia, emblems, symbols, and designs associated with the Embassy Suites By Hilton system.
Embassy Suites By Hilton clarifies that while franchisees must prominently display the Marks in their hotels, they cannot adopt any other brands without approval. Furthermore, franchisees are restricted from using the Marks, the words "Embassy Suites," or similar terms in their corporate names, internet-related names, or any business operated separately from the hotel without prior written consent. Unauthorized use of the Marks constitutes a breach of the Franchise Agreement.
It's important to note that while HIH holds the rights to the Marks, including registered trademarks and service marks, Embassy Suites By Hilton retains the right to control any administrative proceedings or litigation involving a Mark licensed to franchisees. Franchisees are obligated to immediately notify Embassy Suites By Hilton of any infringement or challenge to their use of the Marks and must cooperate fully in any related disputes. Embassy Suites By Hilton has the sole right to handle disputes concerning the Marks or the System.