{"id":284488,"date":"2018-01-10T09:30:00","date_gmt":"2018-01-10T08:30:00","guid":{"rendered":"https:\/\/ac-franchise.be\/quest-ce-quun-contrat-de-licence-de-marque-9704"},"modified":"2018-01-10T09:30:00","modified_gmt":"2019-03-07T16:00:52","slug":"quest-ce-quun-contrat-de-licence-de-marque-9704","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/quest-ce-quun-contrat-de-licence-de-marque-9704","title":{"rendered":"Qu’est ce qu’un contrat de licence de marque ?"},"content":{"rendered":"
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<\/a> <\/p>\n
Jean Samper, membre du coll\u00e8ge des experts de la F\u00e9d\u00e9ration Fran\u00e7aise de la Franchise & fondateur d'AC Franchise et du Franchise Business Club <\/div>\n<\/p><\/div>\n
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Un contrat de licence de marque, parfois appel\u00e9 contrat de concession de licence de marque, est un contrat par lequel le propri\u00e9taire d’une marque conc\u00e8de \u00e0 une autre personne le droit d’utiliser la marque <\/b>dans certaines conditions. <\/p>\n

Par extension, ces contrats concernent aussi le plus souvent un ensemble de signes distinctifs comme l’enseigne, ses codes couleurs, etc… Bien entendu les conditions les plus courantes \u00e0 l’utilisation de cette marque sont de respecter un cahier des charges et de payer une redevance de marque.<\/p>\n

Si vous ajoutez \u00e0 cela un accord de distribution d’une gamme de produits ou de services, vous obtenez le contrat de concession<\/a>.<\/p>\n

Et si vous ajoutez \u00e0 cela un accord portant sur le transfert d’un savoir-faire<\/a>, vous obtenez un contrat de franchise.<\/p>\n

Cette fa\u00e7on d’expliquer les choses est simple mais exacte. Cependant, le nom qui est sur un contrat ne refl\u00e8te pas forc\u00e9ment son contenu. <\/b>Ainsi de nombreux r\u00e9seaux dans le textile par exemple, mais pas seulement, mettent le nom \u00ab\u00a0licence\u00a0\u00bb sur le contrat alors qu’il comprend un contrat de distribution de produits et parfois un transfert de savoir-faire. <\/p>\n

Pourquoi ? <\/b>
– Parfois parce que dans certains m\u00e9tiers le terme de franchise est moins porteur <\/b>pour des raisons psychologiques ou historiques.
– Et parfois pour ne pas donner l’impression au commer\u00e7ant que le r\u00e9seau lui fait les promesses d’une franchise \u00e0 100 % et limiter ainsi les r\u00e9clamations<\/b>. Bien des r\u00e9seaux pr\u00e9f\u00e8rent ne promettre qu’une transmission de savoir-faire limit\u00e9e et qu’une assistance r\u00e9duite alors qu’ils en font plus que ce qu’ils promettent mais il arrive aussi souvent que le r\u00e9seau n’offre que la licence de la marque et ne procure ni savoir-faire ni assistance.<\/p>\n

Comment vous y retrouver ? En ne tenant pas compte du nom qui est sur le contrat mais en ne vous fiant qu’\u00e0 son contenu. <\/p>\n

Jean Samper
fondateur d’AC Franchise
Membre du coll\u00e8ge des experts de la f\u00e9d\u00e9ration fran\u00e7aise de la franchise<\/p>\n

\u00a0<\/p>\n

\u00a0<\/p>\n

<\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Un contrat de licence de marque, parfois appel\u00e9 contrat de concession de licence de marque, est un contrat par lequel le propri\u00e9taire d’une marque conc\u00e8de \u00e0 une autre personne le droit d’utiliser la marque dans certaines conditions.<\/p>\n

Par extension, ces contrats concernent aussi le plus souvent un ensemble de signes distinctifs comme l’enseigne, ses codes couleurs, etc… Bien entendu les conditions les plus courantes \u00e0 l’utilisation de cette marque sont de respecter un cahier des charges et de payer une redevance de marque.<\/p>\n","protected":false},"author":1,"featured_media":284489,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[11],"tags":[182],"class_list":["post-284488","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-les-experts-vous-repondent","tag-juridique","entry","has-media"],"acf":[],"yoast_head":"\nQu'est ce qu'un contrat de licence de marque ?<\/title>\n<meta name=\"description\" content=\"Un contrat de licence de marque, parfois appel\u00e9 contrat de concession de licence de marque, est un contrat par lequel le propri\u00e9taire d'une marque conc\u00e8de \u00e0 une autre personne le droit d'utiliser la marque dans certaines conditions. 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