{"id":293537,"date":"2012-07-04T02:00:00","date_gmt":"2012-07-04T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/de-la-creation-a-la-defense-dune-marque-en-franchise"},"modified":"2012-07-04T02:00:00","modified_gmt":"2012-07-04T01:00:00","slug":"de-la-creation-a-la-defense-dune-marque-en-franchise","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/de-la-creation-a-la-defense-dune-marque-en-franchise","title":{"rendered":"De la cr\u00e9ation \u00e0 la d\u00e9fense d’une marque en franchise"},"content":{"rendered":"
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\u00ab Il est sympa ton pull, c’est quelle marque ? C’est un Sud Express<\/a> \u00bb. Quand la marque devient un signe distinctif pr\u00e9pond\u00e9rant dans l’acte d’achat, il faut la cr\u00e9er, la communiquer et la d\u00e9fendre car elle repr\u00e9sente un \u00e9l\u00e9ment immat\u00e9riel du patrimoine d’entreprise. La d\u00e9marche comprend sa cr\u00e9ation, sa gestion et sa d\u00e9fense pour qu’elle vive \u00e0 travers tous les \u00e9l\u00e9ments du r\u00e9seau de franchise et v\u00e9hicule l’image de l’entreprise.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les \u00e9l\u00e9ments qui composent une marque<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Quand un r\u00e9seau de franchise se lance, sa marque est un vecteur important aussi bien pour la cible de client\u00e8le mais aussi pour tous les futurs franchis\u00e9s. Une marque peut avoir des aspects diff\u00e9rents : un logo, un nom ou ensemble de mots, un slogan, un dessin ou la combinaison de plusieurs de ces \u00e9l\u00e9ments<\/strong>. Elle peut \u00eatre en 3 dimensions et doit dans tous les cas pouvoir \u00eatre repr\u00e9sent\u00e9e graphiquement. Attention, certains mots ou expressions g\u00e9n\u00e9riques ne peuvent \u00eatre d\u00e9pos\u00e9es (par exemple, le mot \u00ab Baba \u00bb en p\u00e2tisserie) Les \u00e9l\u00e9ments graphiques de votre marque (logos, formes) peuvent aussi \u00eatre prot\u00e9g\u00e9s
Ils ne doivent pas tromper les consommateurs sur la nature de vos produits ou de vos services de m\u00eame que leur provenance. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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S\u00e9lectionner les classes de produits ou de services<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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En amont, il vous faut d\u00e9terminer la classe des produits ou services concern\u00e9s par la marque (par exemple les v\u00eatements et chaussures sont dans la classe 25, le linge de maison dans la classe 24). Toujours voir loin, si vous cr\u00e9er une franchise de mode  et que vous vouliez faire ensuite de la diversification en \u00e9quipement maison (linge de maison par exemple), faites en le d\u00e9p\u00f4t en m\u00eame temps. En tout \u00e9tat de causes, choisissez la protection la mieux adapt\u00e9e \u00e0 votre cas. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Faire une demande de d\u00e9p\u00f4t aupr\u00e8s de l’INPI<\/h3>\n
Le seul moyen d’en \u00eatre propri\u00e9taire est de la d\u00e9poser aupr\u00e8s de l’institut national de la propri\u00e9t\u00e9 industrielle (l’INPI<\/strong>). En d\u00e9posant votre marque \u00e0 l’INPI, vous obtenez un monopole d’exploitation sur le territoire fran\u00e7ais pour 10 ans, renouvelable ind\u00e9finiement. La protection INPI est valable uniquement en France, pour prot\u00e9ger sa marque dans un pays europ\u00e9en vous pourrez passer par l’INPI qui fera suivre votre demande \u00e0 l’Office de l’harmonisation dans le march\u00e9 int\u00e9rieur.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Si vous avez des vues sur d’autres pays hors Europe, vous pouvez demander une protection en vous adressant \u00e0 l’Ompi, organisation mondiale de la propri\u00e9t\u00e9 industrielle. Bas\u00e9e en Suisse \u00e0 Gen\u00e8ve, elle ne pourra prendre en compte votre demande que si vous \u00eates pass\u00e9 d’abord par l’INPI.
Pour un d\u00e9p\u00f4t en Afrique francophone Subsaharienne, il faut en effectuer la demande aupr\u00e8s de l’Organisation africaine de la propri\u00e9t\u00e9 intellectuelle (l’Oapi).Le co\u00fbt d’un d\u00e9p\u00f4t \u00e0 l’INPI est d\u00e9termin\u00e9 par le nombre de classes soit 200 euros pour une classe et 40 euros par classe suppl\u00e9mentaire. Il faut compter six mois entre le d\u00e9p\u00f4t du formulaire et la r\u00e9ception du certificat d’enregistrement. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Attention ! Une recherche d’ant\u00e9riorit\u00e9 doit \u00eatre men\u00e9e par vous-m\u00eame avant la demande de d\u00e9p\u00f4t. Ce n’est pas dans les fonctions de cette instance d’en faire la v\u00e9rification. De plus, une marque doit \u00eatre exploit\u00e9e de fa\u00e7on r\u00e9guli\u00e8re et durable sous peine de perdre sa protection. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Comment d\u00e9fendre sa marque<\/h3>\n
D’abord s’assurer que personne ne l’utilise<\/strong>, ce qui n’est pas toujours ais\u00e9 mais le net est tr\u00e8s utile pour contr\u00f4ler qu’elle n’apparait pas ailleurs que dans votre activit\u00e9. Dans le cas contraire, vous pouvez faire opposition aux nouvelles marques qui pourraient \u00eatre enregistr\u00e9es et imiteraient de trop pr\u00e8s la v\u00f4tre<\/strong>. La proc\u00e9dure d’opposition est faite aupr\u00e8s de l’INPI dans les 2 mois qui suivent la publication du d\u00e9p\u00f4t de la marque que vous contestez avec le formulaire \u00ab opposition \u00e0 enregistrement \u00bb. L’INPI n’est pas habilit\u00e9 \u00e0 faire la v\u00e9rification que votre marque est copi\u00e9e<\/strong>. Le nouveau d\u00e9posant peut demander des preuves de l’exploitation de votre marque si celle-ci a \u00e9t\u00e9 d\u00e9pos\u00e9e depuis plus de 5 ans (emballage, factures, publicit\u00e9, catalogues) et c’est l\u00e0 qu’il faut \u00eatre vigilent et conserver tous les \u00e9l\u00e9ments. L’INPI donne une r\u00e9ponse \u00e0 votre demande d’opposition dans les 6 mois environ. Vous pouvez trouver sur le site de l’ INPI des exemples dans tous les secteurs d’activit\u00e9.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Cr\u00e9er une marque est un m\u00e9tier et ne peut \u00eatre r\u00e9alis\u00e9e que par des professionnels de la communication et du marketing car un logo ou un slogan doit pouvoir se d\u00e9cliner sur tous les \u00e9l\u00e9ments de communication interne et externe qui vont de l’affiche 4×3 m au tract A4 en passant par la carte de fid\u00e9lit\u00e9, l’emballage, etc.. n’h\u00e9sitez pas \u00e0 vous adresser \u00e0 des agences qui connaissent bien la franchise (agence Zugamedia <\/a>par exemple). <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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A lire aussi l’interview de Nicolas Nadal du cabinet Juripole sur le th\u00e8me \u00ab l’enjeu de la marque en franchise <\/a>\u00bb. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\u00ab Il est sympa ton pull, c’est quelle marque ? C’est un Sud Express \u00bb. Quand la marque devient un signe distinctif pr\u00e9pond\u00e9rant dans l’acte d’achat, il faut la cr\u00e9er, la communiquer et la d\u00e9fendre car elle repr\u00e9sente un \u00e9l\u00e9ment immat\u00e9riel du patrimoine d’entreprise. La d\u00e9marche comprend sa cr\u00e9ation, sa gestion et sa d\u00e9fense pour […]<\/p>\n","protected":false},"author":1,"featured_media":293538,"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-293537","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":"\nDe la cr\u00e9ation \u00e0 la d\u00e9fense d'une marque en franchise<\/title>\n<meta name=\"description\" content=\"\u00ab Il est sympa ton pull, c'est quelle marque ? 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