WHEREAS, in addition to valuable goodwill and favorable reputation, Jollibee owns the valuable trademark, service mark and trade name “JOLLIBEE” in addition to various trademarks, service marks, trade name, mascots, slogans, designs, insignias, symbols, package designs, distinctive building designs and other architectural features, logos and proprietary identifying characteristics (collectively, the “Marks”) specified by Jollibes from time to time for use in relation to and in connection with the Products and the System;