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In the world of business, especially franchising, two key concepts often appear side-by-side: legal entities and trademarks. Although they’re closely related in how businesses operate, these are fundamentally different tools with distinct purposes, implications, and functions.
Whether you’re a small business owner, a franchisee, or an entrepreneur launching a new concept, understanding the difference between a legal entity and a trademark is crucial for protecting your brand, managing liabilities, and growing your business the right way.
What is a Legal Entity?
A legal entity is an organization or structure that has legal standing in the eyes of the law. It can own property, incur liabilities, sign contracts, pay taxes, and be sued or sue in its own name. Legal entities are officially registered with state and/or federal government agencies and are separate from the personal identities of the owners.
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In franchising, protecting your investment goes beyond mere financial considerations. The legal framework surrounding franchises in the United States is intricate, involving numerous regulations and potential pitfalls. Understanding how to shield your franchise from legal issues is not just advisable, it’s imperative. The following discussion aims to provide practical strategies for …
www.fmsfranchise.com
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Common Types of Legal Entities:
1. Sole Proprietorship
An unincorporated business owned by one individual. It has no legal separation between the owner and the business.
An unincorporated business owned by one individual. It has no legal separation between the owner and the business.
2. Partnership
A business owned jointly by two or more people. It can be general or limited, with varying liability structures.
A business owned jointly by two or more people. It can be general or limited, with varying liability structures.
3. Limited Liability Company (LLC)
A hybrid entity offering the liability protection of a corporation and the tax flexibility of a partnership.
A hybrid entity offering the liability protection of a corporation and the tax flexibility of a partnership.
4. Corporation (Inc. or Corp.)
A fully separate legal entity with shareholders, directors, and officers. Offers strong protection from liability but comes with more regulatory requirements.
A fully separate legal entity with shareholders, directors, and officers. Offers strong protection from liability but comes with more regulatory requirements.
5. Nonprofit Organization
A legal entity that exists for a charitable or social purpose. Typically exempt from federal income taxes.
A legal entity that exists for a charitable or social purpose. Typically exempt from federal income taxes.
Functions of a Legal Entity:
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Contracts: Can enter legal agreements.
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Ownership: Can own assets such as real estate, inventory, and intellectual property.
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Liability: Shields individual owners from personal liability (in the case of LLCs and corporations).
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Taxation: Responsible for filing taxes and complying with IRS and local revenue requirements.
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Banking: Can open business bank accounts and secure financing under the entity name.
Example:
Doctor’s Associates LLC is the legal entity that franchises Subway restaurants. It is registered as a limited liability company in Florida and has the authority to license the Subway brand to franchisees, collect royalties, and manage legal agreements.
What is a Trademark?
A trademark is a type of intellectual property that identifies and distinguishes the source of goods or services. It protects the branding of a business, including names, logos, slogans, colors, and even sounds or packaging.
Common Types of Trademarks:
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Word Marks – e.g., Nike, Subway, Coca-Cola
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Design Marks (Logos) – e.g., the Nike swoosh, the golden arches of McDonald’s
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Slogans – e.g., “Just Do It,” “Eat Fresh”
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Trade Dress – Unique visual appearance (e.g., the interior design of a retail store)
Functions of a Trademark:
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Brand Recognition: Makes a product or service easily identifiable.
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Legal Protection: Prevents competitors from using confusingly similar marks.
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Value Creation: Adds equity to a business through brand reputation and customer loyalty.
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Franchise Expansion: Enables franchisors to license the use of the brand to franchisees.
How Trademarks are Registered:
In the U.S., trademarks can be registered with the U.S. Patent and Trademark Office (USPTO). Once registered, the owner has exclusive rights to use the mark in commerce and can take legal action against infringers.
Example:
The word “Subway®” and the slogan “Eat Fresh®” are trademarks registered by Doctor’s Associates LLC. These marks are used by franchisees in signage, advertising, and packaging under license agreements governed by the franchisor.
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Where it All Began The Subway® story began in 1965 when 17-year-old Fred DeLuca asked his family friend, Dr. Peter Buck, a nuclear physicist, for advice on how to pay his college tuition. With an idea to open a submarine sandwich shop and an initial $1,000 investment from Dr. Buck, the two formed a business partnership that would ultimately change the landscape of the quick service restaurant …
www.subway.com
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Key Differences Between a Legal Entity and a Trademark
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Aspect
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Legal Entity
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Trademark
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Definition
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A legal structure that can own property and operate a business
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A symbol or word that distinguishes goods/services
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Purpose
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To operate the business and manage legal/tax matters
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To identify, protect, and promote a brand
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Registration
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With state government (LLC/Corp) or IRS (EIN)
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With USPTO (for federal protection)
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Legal Standing
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Has rights and obligations under the law
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Is an intangible asset with legal protections
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Example
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Doctor’s Associates LLC
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Subway®, Eat Fresh®, the Subway logo
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Usage
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Appears in contracts, tax forms, and official documents
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Appears in branding, marketing, and consumer-facing content
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Transferability
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Business ownership can be sold or transferred
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Trademarks can be licensed or sold separately
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Enforcement
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Subject to business law
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Protected under intellectual property law
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Why the Distinction Matters
Understanding the distinction between a legal entity and a trademark becomes especially critical in these scenarios:
1. Franchising
Franchise systems are built on both a legal entity (the franchisor) and a trademark (the brand). The franchisor licenses the use of its trademarks to franchisees in exchange for fees and compliance with brand standards.
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The legal entity signs the Franchise Disclosure Document (FDD), enforces contracts, and receives royalties.
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The trademark is the foundation of the value being licensed — it’s what consumers recognize.
Failing to register the trademark or protect it can destroy the brand’s value, even if the legal entity is compliant with all state requirements.
2. Business Liability and Ownership
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If a business operates under a trademark but without a formal legal entity (e.g., using “Bella’s Boutique” as a name without registering an LLC), the owner may be personally liable for debts or lawsuits.
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Establishing an LLC or corporation creates a legal “wall” that protects the individual.
3. Selling a Business
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When selling a business, you can sell the legal entity, the assets (including trademarks), or both.
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In some cases, buyers only want the trademark and brand and not the liabilities or contracts tied to the legal entity.
4. Brand Licensing and Merchandising
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You may own a trademark and choose to license it to third parties, even if they operate under separate legal entities.
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For example, Disney licenses its trademarks (like Mickey Mouse) to manufacturers around the world — but doesn’t operate each of those businesses directly.
Coexistence of Legal Entities and Trademarks
Most businesses need both:
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A legal entity to conduct operations, hire employees, pay taxes, and hold contracts.
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A trademark to build brand equity, attract customers, and stand out in the marketplace.
They coexist, but one does not substitute for the other.
Important Tip:
Registering your business name as an LLC or corporation does not give you trademark protection. Only a trademark registration (typically with the USPTO) gives you enforceable rights against infringement.
Registering your business name as an LLC or corporation does not give you trademark protection. Only a trademark registration (typically with the USPTO) gives you enforceable rights against infringement.
How to Establish Both Correctly
Step 1: Form a Legal Entity
Choose the structure (LLC, S-Corp, etc.) and register with your state. Get an EIN from the IRS and set up your operating agreement, bank accounts, and accounting systems.
Step 2: Protect Your Trademark
Conduct a trademark search to ensure your brand name is available. File an application with the USPTO. You may also want to:
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Work with a trademark attorney
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Secure domain names and social media handles
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Monitor for infringement regularly
Step 3: Connect the Trademark to the Entity
Make sure the trademark is owned by the legal entity — not just an individual. This makes it easier to license the brand or sell the business later.
Common Mistakes to Avoid when Filing a Business Entity or Trademark Registration
1. Assuming an LLC name is a trademark
Registering “Sunrise Smoothies LLC” with your state doesn’t give you the exclusive right to use that name in branding — only trademark registration does.
Registering “Sunrise Smoothies LLC” with your state doesn’t give you the exclusive right to use that name in branding — only trademark registration does.
2. Not connecting the trademark to the right entity
If a trademark is registered under an individual’s name instead of the business entity, it may create confusion in ownership, especially if the company is sold.
If a trademark is registered under an individual’s name instead of the business entity, it may create confusion in ownership, especially if the company is sold.
3. Using an unprotected brand name
Launching a brand without a registered trademark can invite infringement, copycats, and potential rebranding costs down the line.
Launching a brand without a registered trademark can invite infringement, copycats, and potential rebranding costs down the line.
4. Failing to distinguish between the two in contracts
Make sure your agreements (like franchise agreements or licensing deals) are clear about who owns the trademark and how it can be used.
Make sure your agreements (like franchise agreements or licensing deals) are clear about who owns the trademark and how it can be used.
In summary, the difference between a legal entity and a trademark is essential for any business owner to understand:
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A legal entity gives your business a legal presence to operate.
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Here is a list of all 50 U.S. states’ official websites where you can search for business entities. These links direct you to the respective Secretary of State or similar governing body’s database for…
thefranchisecourier.com
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A trademark gives your business a recognizable identity to the public.
One governs your obligations under the law; the other protects your brand in the market.
Especially in franchising, licensing, and brand development, both need to be set up and managed properly. Legal missteps in either area can have expensive and far-reaching consequences — while a well-structured combination of entity and brand can set the stage for long-term growth, equity, and opportunity.
For more information on how to structure your business and brand, contact Chris Conner with Franchise Marketing Systems: [email protected] or visit www.FMSFranchise.com
