{"id":4474,"date":"2022-05-05T12:00:41","date_gmt":"2022-05-05T10:00:41","guid":{"rendered":"https:\/\/www.copyright.eu\/?post_type=docs&#038;p=4474"},"modified":"2022-05-09T10:02:52","modified_gmt":"2022-05-09T08:02:52","password":"","slug":"quest-ce-quune-marque","status":"publish","type":"docs","link":"https:\/\/www.copyright.eu\/fr\/docs\/quest-ce-quune-marque\/","title":{"rendered":"Qu\u2019est-ce qu\u2019une marque ?"},"content":{"rendered":"<div class=\"slds-rich-text-editor__output uiOutputRichText forceOutputRichText\" dir=\"ltr\" data-aura-rendered-by=\"11:167;a\" data-aura-class=\"uiOutputRichText forceOutputRichText\">\n<p data-aura-rendered-by=\"12:167;a\">Le Code de la Propri\u00e9t\u00e9 Intellectuelle d\u00e9finie la marque comme \u00ab\u00a0<i>un signe servant \u00e0 distinguer les produits ou services d&rsquo;une personne physique ou morale de ceux d&rsquo;autres personnes physiques ou morales.<\/i>\u00a0\u00bb (Article L711-1 du CPI).<\/p>\n<p data-aura-rendered-by=\"12:167;a\">\u00ab\u00a0Un signe\u00a0\u00bb peut prendre des formes tr\u00e8s diverses, en voici des exemples\u00a0:<\/p>\n<ul data-aura-rendered-by=\"12:167;a\">\n<li>Marque verbale\u00a0: nom, chiffres, lettres\u2026<\/li>\n<li>Marque figurative\u00a0: dessin, logo\u2026<\/li>\n<li>Marque de couleur\u00a0: nuance de couleur.<\/li>\n<li>Marque sonore\u00a0: port\u00e9e musicale, jingle, enregistrement\u2026<\/li>\n<li>\u00a0Marque de forme\u00a0: forme du produit, du conditionnement\u2026<\/li>\n<li>Marque hologramme<\/li>\n<li>Marque de position\u00a0(apposition particuli\u00e8re de la marque sur un produit)<\/li>\n<li>Marque de motif\u00a0(r\u00e9p\u00e9tition r\u00e9guli\u00e8re d\u2019\u00e9l\u00e9ments)<\/li>\n<li>Marque de mouvements<\/li>\n<li>Marque multim\u00e9dia\u00a0: courtes vid\u00e9os\u2026<\/li>\n<\/ul>\n<div data-aura-rendered-by=\"12:167;a\"><\/div>\n<p><span data-aura-rendered-by=\"12:167;a\">La marque permet de <b>distinguer les produits et services<\/b> de ceux des concurrents. Ceci est pr\u00e9cieux de nos jours au regard de l\u2019augmentation du choix pour les consommateurs.<\/span><\/p>\n<p><span data-aura-rendered-by=\"12:167;a\">Le plus grand int\u00e9r\u00eat est que le droit des marques octroie un <b>monopole d\u2019exploitation sur la marque <\/b>pour les produits et services d\u00e9sign\u00e9s par le d\u00e9posant. Ce monopole d\u00e9coule du droit exclusif que d\u00e9tient le titulaire sur la marque, lui permettant d\u2019agir en contrefa\u00e7on en cas d\u2019atteinte \u00e0 ses droits.\u00a0 <\/span><\/p>\n<p><span data-aura-rendered-by=\"12:167;a\">En revanche, ce <b>principe de sp\u00e9cialit\u00e9<\/b> emporte que ce monopole est limit\u00e9 \u00e0 ces produits et services d\u00e9sign\u00e9s dans la demande d\u2019enregistrement, ainsi que les produits et services similaires. Ce qui veut dire que deux marques identiques peuvent coexister \u00e0 condition qu\u2019elles couvrent des produits et services diff\u00e9rents. L\u2019exemple le plus frappant est celui de la marque \u00ab\u00a0Mont Blanc\u00a0\u00bb, qui est utilis\u00e9 pour des stylos et pour des cr\u00e8mes desserts.\u00a0\u00a0 <\/span><\/p>\n<p><span data-aura-rendered-by=\"12:167;a\">Le choix d\u2019une marque n\u2019est pas facile : il faut qu\u2019elle plaise au sein de l\u2019entreprise, plaise aux consommateurs, <a href=\"https:\/\/www.copyright.eu\/docs\/le-depot-de-marque\/\" target=\"_blank\" rel=\"noopener\">mais surtout qu\u2019elle soit permise juridiquement<\/a>.<\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Le droit des marques est une sous-branche de la propri\u00e9t\u00e9 intellectuelle : elle prot\u00e8ge la cr\u00e9ativit\u00e9 et constitue un patrimoine immat\u00e9riel d\u2019une entreprise. Ce droit prot\u00e8ge les marques, qui repr\u00e9sentent souvent l\u2019image de l\u2019entreprise et sont au centre de la strat\u00e9gie marketing. Bien exploit\u00e9es, elles peuvent avoir une grande valeur \u00e9conomique. Il est donc important de les s\u00e9curiser.<\/p>\n","protected":false},"author":1003,"featured_media":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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