{"id":286735,"date":"2016-12-25T06:57:00","date_gmt":"2016-12-25T05:57:00","guid":{"rendered":"https:\/\/ac-franchise.be\/le-budget-publicite-dune-franchise-au-service-de-limage-de-lenseigne-7885"},"modified":"2016-12-25T06:57:00","modified_gmt":"2019-03-07T16:01:27","slug":"le-budget-publicite-dune-franchise-au-service-de-limage-de-lenseigne-7885","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/le-budget-publicite-dune-franchise-au-service-de-limage-de-lenseigne-7885","title":{"rendered":"Le budget publicit\u00e9 d’une franchise au service de l’image de l’enseigne"},"content":{"rendered":"
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Le budget publicit\u00e9 group\u00e9 fait partie des atouts de la\u00a0franchise. Il permet de mener des campagnes nationales qui contribuent \u00e0 construire l’image d’une enseigne et\u00a0son succ\u00e8s ! C’est un avantage consid\u00e9rable que ne peuvent s’offrir les commer\u00e7ants ou petits entrepreneurs isol\u00e9s.<\/p>\n

Ce budget est construit \u00e0 partir de la participation des franchis\u00e9s<\/b>, le plus souvent \u00e0 hauteur de 1\u00a0\u00e0 5 % de leur chiffre d’affaires (parfois, cette redevance peut \u00eatre fixe). Le montant de ce budget est donc plus ou moins important selon la taille du r\u00e9seau. Certains franchiseurs imposent aussi parfois \u00e0 leurs adh\u00e9rents de consacrer un pourcentage de leur chiffre d’affaires \u00e0 la publicit\u00e9 locale. Mais attention : chaque franchis\u00e9 ne peut pas mener sa publicit\u00e9 comme il le souhaite dans son quartier, sous peine de nuire \u00e0 l’image du r\u00e9seau et de perturber les campagnes nationales. Un ma\u00eetre mot : la coh\u00e9rence car il faut prot\u00e9ger le r\u00e9seau des possibles errements d’un adh\u00e9rent.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Demande de clart\u00e9 sur l’utilisation par le franchiseur du budget publicit\u00e9\u00a0<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Dans un r\u00e9seau de grande taille, le budget peut donc repr\u00e9senter des sommes consid\u00e9rables qui, dans le pass\u00e9, ont\u00a0engendr\u00e9 parfois certaines d\u00e9rives et notamment l’utilisation du budget de publicit\u00e9 \u00e0 l’avantage du franchiseur (qui consacre par exemple une part importante de ce budget au recrutement de nouveaux franchis\u00e9s au lieu de s’adresser \u00e0 la client\u00e8le potentielle du r\u00e9seau ou qui s’attache \u00e0 promouvoir les succursales du franchiseur plut\u00f4t que les points de vente des franchis\u00e9s). Il est donc absolument n\u00e9cessaire que ce budget soit transparent et que son utilisation soit expliqu\u00e9e aux franchis\u00e9s<\/strong>.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Pour permettre aux franchis\u00e9s de donner leur avis sur l’utilisation de ce budget, de nombreux r\u00e9seaux ont cr\u00e9\u00e9 des \u00ab commissions publicit\u00e9 \u00bb <\/strong>dont le r\u00f4le et le fonctionnement sont pr\u00e9cis\u00e9s dans le contrat de franchise. Dans la majorit\u00e9 des cas, ces commissions sont compos\u00e9es de repr\u00e9sentants des franchis\u00e9s et de repr\u00e9sentants du franchiseur. En cas de litige, si g\u00e9n\u00e9ralement tout se r\u00e8gle \u00e0 l’amiable, le franchiseur a statutairement le dernier mot car c’est \u00e0 lui qu’appartient l’enseigne qu’il a cr\u00e9\u00e9e.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Audrey Caudron<\/p>\n

Lire aussi :\u00a0<\/i>FAQ : Le franchiseur doit-il faire de la publicit\u00e9?<\/i><\/a><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Le budget publicit\u00e9 group\u00e9 fait partie des atouts de la\u00a0franchise. Il permet de mener des campagnes nationales qui contribuent \u00e0 construire l’image d’une enseigne et\u00a0son succ\u00e8s ! C’est un avantage consid\u00e9rable que ne peuvent s’offrir les commer\u00e7ants ou petits entrepreneurs isol\u00e9s. Ce budget est construit \u00e0 partir de la participation des franchis\u00e9s, le plus souvent […]<\/p>\n","protected":false},"author":52,"featured_media":286736,"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-286735","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":"\nLe budget publicit\u00e9 d'une franchise au service de l'image de l'enseigne<\/title>\n<meta name=\"description\" content=\"Le budget publicit\u00e9 group\u00e9 fait partie des atouts de la\u00a0franchise. 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