Where can I find the definition of 'Brand' within The Standardx franchise agreement?
The_Standardx Franchise · 2025 FDDAnswer from 2025 FDD Document
| Section | Subject | Applicable Term | ||
|---|---|---|---|---|
| Reference | ||||
| 6.1(c) | Design Services Review Fee payment date(s) | • Initial payment of $: Effective Date • Remaining $: paid in _____________ () equal monthly installments of $_______ each, with the first such installment due and payable on , 20 | ||
| 6.1(c) | Alternative Design Review Fee amount | $_____________ | ||
| 6.2(a) | Royalty Fee | Five percent (5%) of the Hotel’s Gross Rooms Revenue accrued during the preceding month | ||
| 10.1 | Per room liquidated damages – condemnation | Five Thousand Dollars ($5,000) | ||
| 16.5 | Liquidated Damages | (a) the lesser of thirty-six (36) or the number of months then remaining in this Agreement’s term had it not been terminated, multiplied by (b) the sum of (i) the Average Monthly Revenue times five percent (5%) for lost future Royalty Fees, plus (ii) the Average Monthly Revenue times three and one-half percent (3.5%) for lost future System Services Charges | ||
| 19.2(e) | Franchisee Acknowledgments in Certain States | The following is added as a new Section 19.2(e): The StandardX™ brand and concept were launched in the United States in June 2025, there are few hotels operating under the StandardX™ brand as of the Effective Date, and there is no guarantee or assurance that the brand and concept will be successful in the marketplace or that Hyatt will not make significant modifications to the Hotel System, brand and concept as they are further developed. | ||
| Exhibit A | Definition of “Brand” | The StandardX™ |
Source: Item 18 — OTHER INCOME (LOSS), NET (FDD pages 187–399)
What This Means (2025 FDD)
According to The Standardx's 2025 Franchise Disclosure Document, the definition of "Brand" can be found in Exhibit A of the Brand Hotel Franchise Agreement. Specifically, the document states that the definition of “Brand” is "The StandardX™". This clarifies what is meant when the term "Brand" is used throughout the franchise agreement.
For a prospective franchisee, understanding this definition is crucial as it establishes the specific identity and trademarks they are authorized to use. It also sets the foundation for brand standards and expectations that The Standardx will enforce to maintain consistency across all franchised locations.
Knowing the precise definition of "Brand" helps a franchisee understand the scope of their rights and responsibilities in representing The Standardx. It also highlights the importance of adhering to the franchisor's guidelines to protect the brand's reputation and value.