{"id":291197,"date":"2015-04-19T09:24:00","date_gmt":"2015-04-19T08:24:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-redevance-publicitaire-en-franchise-quand-le-faire-savoir-permet-didentifier-un-savoir-faire-7786"},"modified":"2015-04-19T09:24:00","modified_gmt":"2015-04-19T08:24:00","slug":"la-redevance-publicitaire-en-franchise-quand-le-faire-savoir-permet-didentifier-un-savoir-faire-7786","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-redevance-publicitaire-en-franchise-quand-le-faire-savoir-permet-didentifier-un-savoir-faire-7786","title":{"rendered":"La redevance publicitaire en franchise: quand le faire-savoir permet d\u2019identifier un savoir-faire"},"content":{"rendered":"
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La redevance publicitaire fait partie des \u00ab ingr\u00e9dients naturels de la franchise \u00bb m\u00eame si elle ne semble pas cit\u00e9e aussi souvent que la redevance d\u2019exploitation<\/a>. Elle permet de rassembler les budgets pour augmenter la visibilit\u00e9 de la marque, booster les ventes et donner aux points de vente une image de l\u00e9gitimit\u00e9 nationale. Elle est tr\u00e8s diff\u00e9rente d\u2019une enseigne \u00e0 l\u2019autre tant du point de vue de son montant que de ses modalit\u00e9s. Parfois fixe, parfois variable en fonction du chiffre d\u2019affaires, elle reste un \u00e9l\u00e9ment \u00e0 contr\u00f4ler lors de la signature du contrat mais aussi apr\u00e8s.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Comment est fix\u00e9 le montant de la redevance publicitaire nationale et la responsabilit\u00e9 des parties<\/h3>\n
Le montant de la redevance publicitaire<\/a> est fixe, proportionnel au CA ou mixte<\/b>. Encore faut-il qu\u2019il soit justifiable par rapport \u00e0 la communication habituelle ou \u00e0 des actions publicitaires ponctuelles de l’enseigne (vacances ou p\u00e9riode pour les franchises de glaces, de rentr\u00e9e scolaire pour les franchises de papeterie ou v\u00eatements enfant par exemple) ou pr\u00e9par\u00e9 dans le temps en fonction de produits nouveaux comme les franchises de restauration rapide, etc…<\/p>\n

Mais comment consid\u00e9rer que le montant demand\u00e9 correspond \u00e0 un investissement avec retour sur le chiffre d\u2019affaires ?<\/b> 
Dans la majorit\u00e9 des cas, c’\u00e9tait le franchiseur qui d\u00e9cidait de l\u2019affectation du budget national sans en r\u00e9f\u00e9rer aux franchis\u00e9s.  Cependant, les franchis\u00e9s peuvent toujours exiger de savoir comment est utilis\u00e9 ce budget qui en aucun cas ne peut \u00eatre utilis\u00e9 pour autre chose que la communication du r\u00e9seau. La publicit\u00e9 nationale peut passer par les m\u00e9dias TV, radio, presse en fonction de l\u2019objectif et s\u2019av\u00e9rer plus efficace sur tel ou tel m\u00e9dia. C\u2019est au franchiseur d\u2019assurer une couverture m\u00e9diatique la plus efficace possible pour tous les franchis\u00e9s de son r\u00e9seau.
Mais la communication est quelque chose qui est facile \u00e0 critiquer et les bonnes id\u00e9es viennent aussi souvent du terrain; les franchiseurs prennent de plus en plus l’habitude de solliciter l’avis des franchis\u00e9s et m\u00eame de les faire participer aux d\u00e9cisions.
Le contrat de franchise est parfois flou par rapport \u00e0 cette allocation donn\u00e9e au franchiseur et les termes du contrat ne pr\u00e9cisent pas toujours les d\u00e9tails. La jurisprudence a pench\u00e9 jusqu\u2019\u00e0 maintenant plut\u00f4t du c\u00f4t\u00e9 des franchiseurs compte tenu que les termes du contrat laissaient la responsabilit\u00e9 et la comp\u00e9tence  aux franchiseurs et qu\u2019un franchis\u00e9 m\u00e9content pouvait prouver difficilement que la t\u00eate de r\u00e9seau n\u2019avait pas fait le maximum en terme de communication. Il faut aussi penser qu’\u00e0 vouloir tout codifier on peut emp\u00eacher les \u00e9volutions.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Faire le distinguo entre publicit\u00e9 nationale et PLV locale<\/h3>\n
Le franchis\u00e9 doit, lorsqu\u2019il signe son contrat v\u00e9rifier ce que la redevance de publicit\u00e9 englobe : publicit\u00e9 nationale ? locale ? et PLV ?. Que pr\u00e9voit exactement le budget ? La cr\u00e9ation de la campagne, l\u2019achat d\u2019espace publicitaire \u2013radio TV- affichage. Mais les affichettes sur le lieu de vente sont-elles aux frais du franchiseur ou du franchis\u00e9 ? les frais de recrutement pour de nouveaux franchis\u00e9s sont-ils dans la redevance ? Quand un franchis\u00e9 paie entre 1 et 3% de son chiffre d\u2019affaires pour avant tout se faire conna\u00eetre, il est en droit de demander comment sa participation est employ\u00e9e.<\/b> Aussi faut-il pouvoir avoir acc\u00e8s au budget de communication publicitaire de l\u2019enseigne et savoir s\u2019il comporte des frais annexes pour le franchis\u00e9. Le franchis\u00e9 peut faire de la publicit\u00e9 locale pour son point de vente en respectant les normes de la franchise : logo, coloris, slogan, etc\u2026\u00e0 ses frais… Il n’y a pas de r\u00e8gle g\u00e9n\u00e9rale. Heureusement ! Ce qu’il faut c’est \u00eatre adapt\u00e9 \u00e0 chaque cas, \u00e0 chaque strat\u00e9gie, \u00e0 chaque march\u00e9.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

La redevance publicitaire fait partie des \u00ab ingr\u00e9dients naturels de la franchise \u00bb m\u00eame si elle ne semble pas cit\u00e9e aussi souvent que la redevance d\u2019exploitation. Elle permet de rassembler les budgets pour augmenter la visibilit\u00e9 de la marque, booster les ventes et donner aux points de vente une image de l\u00e9gitimit\u00e9 nationale. Elle est tr\u00e8s diff\u00e9rente d\u2019une enseigne \u00e0 […]<\/p>\n","protected":false},"author":42,"featured_media":284819,"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":[135,137],"class_list":["post-291197","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-franchise-informations","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nLa 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