What is the meaning of 'Licensed Marks' in the context of the Mrcool franchise agreement?

According to Mrcool's 2025 Franchise Disclosure Document, "Licensed Marks" refer to the trademarks, service marks, emblems, and indicia of origin used to identify Mrcool Centers and their approved services and products. These marks include the "MRCOOL" trademark, the MRCOOL logo, trade dress, and other trade names, service marks, trademarks, logos, slogans, and designs authorized by Mrcool.

For a prospective franchisee, understanding the scope of the Licensed Marks is crucial because it defines the branding and identity they are authorized to use. This authorization allows franchisees to benefit from Mrcool's established brand recognition and reputation. However, the FDD also states that these marks are subject to modification, replacement, and discontinuance by Mrcool based on their reasonable business judgment.

This condition means that Mrcool retains the right to change its branding, logos, or other identifying marks, which could require franchisees to update their signage, marketing materials, and other branded items to comply with the new standards. While this is a fairly standard practice in franchising to maintain brand consistency and relevance, it's important for franchisees to be aware that they may incur costs associated with rebranding efforts if Mrcool decides to modify its Licensed Marks.