Thinking
about creating a new firm or team name? Interested in using the REALTOR marks
to represent your membership in the Canadian Real Estate Association (CREA)?
Well, there
are a few things you should know before you get started.
First thing
first…
The REALTOR
marks may be used by CREA member in firm names or team names under CREA’s
Trademark Policy. I know that sounds great and you’re already thinking about
the possibilities, but its not a free for all, there are a few caveats.
Before using
the REALTOR marks in your new firm or team name and setting out on your
branding expedition, you’ll need to reach out to CREA and ask for permission.
This can be done by submitting an application form.
It may sound
tedious, but there’s a good reason we don’t let just anyone use REALTOR in
their name. CREA controls and protects the REALTOR marks in Canada with the goal
of ensuring the value and goodwill associated with the marks is maintained for all
members. This means following processes and guidelines to protect against
potential damage to its value.
Note: If you
don’t apply to CREA and receive approval, you may run into trademark compliance
issues down the road. This could result in having to change your firm or team
name, and all associated marketing materials, including website domain names.
To avoid the headache, be sure to follow the process and guidelines.
We know
there are a million and one possible firm or team names to chose from that use
the REALTOR marks.
While it’s
inconceivable to think we’ve thought of them all, we’ve created some guidelines
to help you understand what may be acceptable.
Firm or team
names using the REALTOR mark must consist of one of the following:
·
a
member’s first and/or last name
·
a
franchise office name
·
the
REALTOR mark combined with modifiers
The first
two options are relatively straightforward, however the last option-modifiers-needs
some additional explanation. Instead of listing what’s allowed, we’ve set out
some restrictions.
Firm or team
names consisting of the REALTOR mark combined with modifiers must not:
·
give
the impression the member owns the trademark (for example, REALTORS of Canada
or Commercial REALTORS Group);
·
give
the impression the member is endorsed by CREA or given preferential treatment (for
example, Approved REALTORS, Elite REALTORS);
·
consist
solely of a franchisor name and the REALTOR® mark (for example, Century 21
President REALTORS®);
·
consist
solely of a geographical term and the REALTOR® mark (for examples, GTA REALTORS®,
Toronto-Wide REALTORS® Team);
·
contain
modifiers that are inconsistent with the meaning of the REALTOR® mark (for
example, For Sale By Owner REALTORS®);
·
hyphenate,
abbreviate or expand upon the REALTOR® mark (for example, Century 21 president);
·
contain
any terms that could result in weakening the trademark; or
·
contain
any modifiers that may be considered offensive, relate to political activities,
or relate to contentious social causes.
The REALTOR®
marks must also comply with the form rule when used in firm or team names. This
means the mark must be displayed in capital letters and always include the
registered trademark symbol.
While we’ve
done our best to set out the factors CREA considers when reviewing firm and
team names in these guidelines, it’s important to note determinations are made
on a case-by-case basis and CREA has the discretion to refuse or allow any
particular use.
One last
thing
If your firm
or team name follows the guidelines above, you’ve asked for and received
approval, you’ll need to enter into a license agreement with CREA that covers
the use of the REALTOR® mark in your firm or team name. Once the license
agreement is signed, you’ll be able to set out on your branding expedition for
your new firm or team name.
Source
By: CREA