{"id":285198,"date":"2017-09-20T06:42:00","date_gmt":"2017-09-20T05:42:00","guid":{"rendered":"https:\/\/ac-franchise.be\/franchise-licence-de-marque-commission-affiliation-et-concession-faites-le-tri-2544"},"modified":"2017-09-20T06:42:00","modified_gmt":"2019-03-07T16:01:04","slug":"franchise-licence-de-marque-commission-affiliation-et-concession-faites-le-tri-2544","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/franchise-licence-de-marque-commission-affiliation-et-concession-faites-le-tri-2544","title":{"rendered":"Franchise, licence de marque, commission-affiliation et concession… Faites le tri !"},"content":{"rendered":"
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En mati\u00e8re de commerce organis\u00e9, la franchise reste le syst\u00e8me le plus complet et le plus clair sur le plan juridique.<\/b> <\/p>\n

Il existe n\u00e9anmoins d’autres formes de r\u00e9seaux qui lui ressemblent \u00e9trangement mais qui r\u00e9servent des r\u00e9alit\u00e9s quelque peu diff\u00e9rentes : licence de marque, concession, commission-affiliation. Petit tour d’horizon avec G\u00e9ry Delesalle.
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1 – La franchise<\/h3>\n
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La franchise est un syst\u00e8me de commercialisation de produits et de services <\/b>qui est bas\u00e9 sur une collaboration \u00e9troite et continue entre des entreprises juridiquement et financi\u00e8rement ind\u00e9pendantes : le franchiseur et les franchis\u00e9s. Le contrat de franchise est n\u00e9cessairement \u00e9crit et doit comporter imp\u00e9rativement trois \u00e9l\u00e9ments : une marque, une transmission de savoir-faire et une assistance. Le franchis\u00e9 b\u00e9n\u00e9ficie ainsi d’un vrai accompagnement \u00e0 la cr\u00e9ation et au d\u00e9veloppement de son activit\u00e9.\u00a0<\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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2 – La licence de marque<\/h3>\n
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La licence de marque est un syst\u00e8me beaucoup plus l\u00e9ger et le plus simple que l’on retrouve principalement dans la distribution de produits<\/b>. Dans ce cas, une enseigne accorde \u00e0 un commer\u00e7ant, le licenci\u00e9, le droit d’utiliser sa marque ou un ensemble de signes de reconnaissance de la client\u00e8le dont une architecture parfois sp\u00e9cifique. Et ce en \u00e9change de redevances et g\u00e9n\u00e9ralement d’un droit d’entr\u00e9e. Le licenci\u00e9 ne b\u00e9n\u00e9ficie habituellement pas de services aussi d\u00e9velopp\u00e9s que dans la franchise. Dans ce cas, le licenci\u00e9 ne peut ainsi pas s’attendre \u00e0 un v\u00e9ritable accompagnement de la part de la t\u00eate de r\u00e9seau.\u00a0<\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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3 – La concession<\/h3>\n
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La concession est un mode de commerce ind\u00e9pendant <\/b>organis\u00e9 que l’on retrouve surtout dans la distribution automobile (m\u00eame s’il est aussi pr\u00e9sent dans les secteurs du mobilier, de l’habitat ou de l’ameublement par exemple). D’une mani\u00e8re g\u00e9n\u00e9rale, le concessionnaire ne b\u00e9n\u00e9ficie pas de services comparables \u00e0 ceux d’un franchis\u00e9 et en th\u00e9orie il n’y a pas de transfert de savoir-faire ni d’assistance permanente forte<\/b>. Dans ce cas particulier, la t\u00eate de r\u00e9seau est dans l’obligation de fournir au commer\u00e7ant, le concessionnaire, une exclusivit\u00e9 territoriale c’est \u00e9galement le contenu du contrat qui compte. Le but est clairement d’avoir un r\u00e9seau de distribution, exclusif ou pas, pour \u00e9couler les produits sous la marque.<\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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4 – La commission-affiliation<\/h3>\n
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La commission-affiliation, tr\u00e8s proche de la franchise<\/b>, consiste pour une entreprise \u00e0 placer les articles en d\u00e9p\u00f4t-vente chez un commer\u00e7ant que l’on nomme l’affili\u00e9 ou le commissionnaire affili\u00e9. Elle est principalement utilis\u00e9e dans le secteur du pr\u00eat-\u00e0-porter. Pour des produits \u00e9quivalents, l’affili\u00e9 est r\u00e9mun\u00e9r\u00e9 par une commission un peu plus faible que la marge, afin de tenir compte de divers facteurs (co\u00fbt des livraisons, d\u00e9marque inconnue). La commission-affiliation existe avec franchise ou sans, c’est \u00e0 dire avec transfert de savoir faire et assistance ou sans. La commission affiliation est un syst\u00e8me extr\u00eamement souple notamment avantageux dans les produits de mode (v\u00eatements, chaussures, accessoires) et beaucoup moins n\u00e9cessaire pour les produits qui ne n\u00e9cessitent pas de gros stocks en magasin.<\/p><\/div>\n
La r\u00e9daction vous recommande de consulter notre page : <\/i><\/b>D\u00e9finition de la franchise<\/i><\/b><\/a> et autres r\u00e9seaux.<\/i><\/b> <\/div>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Prenez aussi connaissance des articles suivant : <\/h3>\n
–\u00a0Les questions pour choisir une franchise<\/a>
–\u00a0Franchise ou Commission affiliation : Quelle formule choisir ?<\/a>\u00a0
–\u00a0<\/span>Choisir la franchise ou une autre formule de commerce organis\u00e9 ?<\/a>
–\u00a0<\/span>Futur franchis\u00e9 : 3 questions \u00e0 vous poser avant de sauter le pas<\/a>
–\u00a0<\/span>Choisir sa franchise ? Les questions \u00e0 se poser.<\/a>\u00a0\u00a0
–\u00a0<\/span>Quelques pistes pour bien choisir sa franchise<\/a>
–\u00a0<\/span>Rencontrez les franchis\u00e9s avant de choisir une franchise<\/a>\u00a0\u00a0<\/span> <\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

En mati\u00e8re de commerce organis\u00e9, la franchise reste le syst\u00e8me le plus complet et le plus clair sur le plan juridique. Il existe n\u00e9anmoins d’autres formes de r\u00e9seaux qui lui ressemblent \u00e9trangement mais qui r\u00e9servent des r\u00e9alit\u00e9s quelque peu diff\u00e9rentes : licence de marque, concession, commission-affiliation. Petit tour d’horizon.<\/p>\n","protected":false},"author":48,"featured_media":285197,"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":[3],"tags":[135],"class_list":["post-285198","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-franchise-informations","entry","has-media"],"acf":[],"yoast_head":"\nFranchise, licence de marque, commission-affiliation et concession... 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