{"id":292768,"date":"2013-05-11T02:00:00","date_gmt":"2013-05-11T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/marque-enseigne-reseau-des-notions-a-connaitre-3609"},"modified":"2013-05-11T02:00:00","modified_gmt":"2013-05-11T01:00:00","slug":"marque-enseigne-reseau-des-notions-a-connaitre-3609","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/marque-enseigne-reseau-des-notions-a-connaitre-3609","title":{"rendered":"Marque, enseigne, r\u00e9seau : des notions \u00e0 conna\u00eetre"},"content":{"rendered":"
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La distinction entre les notions de marque, enseigne et r\u00e9seau \u0096 notions directement li\u00e9es \u00e0 la franchise <\/b>– est parfois difficile. Vous trouverez ci-dessous quelques \u00e9l\u00e9ments qui vous permettront de mieux appr\u00e9hender ces notions.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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<\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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L’enseigne est la base la plus visible d’un r\u00e9seau de franchise.<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Elle est l’\u00e9l\u00e9ment cr\u00e9atif incontournable<\/strong> pour un d\u00e9veloppement r\u00e9ussi du concept. Si elle est dos\u00e9e des valeurs commerciales, marketing et personnelles de son concepteur, elle doit surtout conf\u00e9rer au r\u00e9seau une exploitation exclusive. (Note de ac-franchise.be : Mais elle est aussi la cons\u00e9quence du concept car ce n’est pas parce qu’elle est la plus visible qu’elle passe avant le savoir-faire, la mod\u00e9lisation et l’optimisation du mod\u00e8le \u00e9conomique et de son fonctionnement.)<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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L’enseigne doit faire l’objet d’une immatriculation <\/strong>au greffe du Registre du Commerce et des Soci\u00e9t\u00e9s et, pour sa protection, d’un d\u00e9p\u00f4t de marque <\/strong>par l’enregistrement aupr\u00e8s du Registre National des Marques. L’enseigne, pour \u00eatre d\u00e9pos\u00e9e peut couvrir un mot, un ensemble de mots, une s\u00e9quence de chiffres, une nuances de couleurs, ou encore une forme caract\u00e9ristique <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La marque, signe de reconnaissance<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Pour \u00eatre enregistr\u00e9e, la marque doit \u00eatre distinctive<\/strong> au regard des activit\u00e9s d\u00e9velopp\u00e9es par le concept. Plus une marque est distinctive, voire originale, plus son p\u00e9rim\u00e8tre de protection juridique et grand ; plus la marque est \u00e9vocatrice, \u00e0 l’inverse, moins l’exclusivit\u00e9 souhait\u00e9e est importante. Vis-\u00e0-vis du consommateur, c’est le contraire : plus le signe est \u00ab parlant \u00bb moins le r\u00e9seau aura besoin de publicit\u00e9 pour que le public fasse le lien entre l’enseigne et l’activit\u00e9.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Une marque doit \u00e9galement \u00eatre disponible<\/strong>. Il est ainsi n\u00e9cessaire de faire une recherche d’ant\u00e9riorit\u00e9s sur tous les registres, pour toutes les activit\u00e9s et sur tous les territoires g\u00e9ographiques d’activit\u00e9 souhait\u00e9e pour le r\u00e9seau. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Enfin, une marque doit \u00eatre surveill\u00e9e Il est important d’anticiper le risque qu’un concurrent d\u00e9pose, au bout de quelques temps, une marque identique ou similaire \u00e0 son enseigne !\u00a0<\/p>\n

<\/span>Vu dans rezo<\/p>\n

La r\u00e9daction vous conseille aussi cet article<\/i>\u00a0:\u00a0Usage s\u00e9rieux de la marque<\/a>\u00a0 <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

La distinction entre les notions de marque, enseigne et r\u00e9seau \u0096 notions directement li\u00e9es \u00e0 la franchise – est parfois difficile. Vous trouverez ci-dessous quelques \u00e9l\u00e9ments qui vous permettront de mieux appr\u00e9hender ces notions.<\/p>\n","protected":false},"author":1,"featured_media":292769,"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-292768","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":"\nMarque, enseigne, r\u00e9seau : des notions \u00e0 conna\u00eetre<\/title>\n<meta name=\"description\" content=\"La distinction entre les notions de marque, enseigne et r\u00e9seau \u0096 notions directement li\u00e9es \u00e0 la franchise - est parfois difficile. 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