{"id":7388,"date":"2021-12-22T14:49:32","date_gmt":"2021-12-22T13:49:32","guid":{"rendered":"https:\/\/www.jimprimeenfrance.fr\/blog\/?p=7388"},"modified":"2021-12-22T14:49:32","modified_gmt":"2021-12-22T13:49:32","slug":"quest-ce-quune-marque","status":"publish","type":"post","link":"https:\/\/www.jimprimeenfrance.fr\/blog\/quest-ce-quune-marque\/","title":{"rendered":"Qu&rsquo;est-ce-qu&rsquo;une marque ?"},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"font-family: arial, helvetica, sans-serif;\"><span style=\"font-weight: 400;\">La <\/span><b>marque<\/b><span style=\"font-weight: 400;\"> est un des attributs essentiels du produit. Elle permet de cr\u00e9er des pr\u00e9f\u00e9rences et de<\/span><b> fid\u00e9liser les clients<\/b><span style=\"font-weight: 400;\">. C\u2019est un \u00e9l\u00e9ment cl\u00e9 de la <\/span><b>strat\u00e9gie marketing<\/b><span style=\"font-weight: 400;\"> de l\u2019entreprise car elle contribue \u00e0 augmenter la valeur de l\u2019offre. Une <\/span><b>marque <\/b><span style=\"font-weight: 400;\">est une promesse faite par le vendeur \u00e0 l\u2019acheteur.<\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Mais, qu\u2019est ce qu\u2019une marque ?<\/span><\/p>\n<h2 style=\"text-align: justify;\"><span style=\"font-family: arial, helvetica, sans-serif; color: #2d55a6;\"><b>C\u2019est quoi une marque ?<\/b><\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial, helvetica, sans-serif;\"><span style=\"font-weight: 400;\">Selon le Code de la Propri\u00e9t\u00e9 Intellectuelle, la <\/span><b>marque<\/b><span style=\"font-weight: 400;\"> est \u201cun signe susceptible de repr\u00e9sentation graphique servant \u00e0 distinguer les produits ou services d&rsquo;une personne physique ou morale\u201d.<\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Elle peut prendre diff\u00e9rentes formes :<\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Un nom patronymique : en g\u00e9n\u00e9ral nom du fondateur (Ex: Michelin) ;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Un nom commun : ayant un lien avec le produit mais sans \u00eatre son nom (Ex : Carrefour, La D\u00e9p\u00eache) ;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Nom g\u00e9ographique : li\u00e9 aux origines du produit (Ex : Evian) ;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Un nom de fantaisie (Ex : Kangoo, V\u00e9olia) ;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Chiffre (Ex : 1664) ;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Un nom g\u00e9n\u00e9rique : qui renvoie \u00e0 une cat\u00e9gorie de produits (Ex : Microsoft, Cultura). Certaines marques sont, elles, devenues des marques g\u00e9n\u00e9riques \u00e0 post\u00e9riori (Ex : Frigidaire, Kleenex) ;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Un sigle : acronyme (Ex : SNCF) ;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Une promesse : celle qui est attach\u00e9e au produit (Ex : Monsieur Propre, CDiscount) ;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Expression (Ex : La vache qui rit).<\/span><\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial, helvetica, sans-serif;\"><span style=\"font-weight: 400;\">Une <\/span><b>marque<\/b><span style=\"font-weight: 400;\"> peut s\u2019appuyer sur plusieurs embl\u00e8mes pour construire son identit\u00e9 :<\/span><\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Le logo : c\u2019est le drapeau de la marque (Ex: la virgule de Nike) ;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Le symbole : il peut s\u2019agir d\u2019un personnage r\u00e9el ou imaginaire, d\u2019un animal ou d\u2019un objet (Ex : la pomme d\u2019Apple) ;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Le jingle : musique br\u00e8ve qui constitue l\u2019identit\u00e9 sonore de la marque (Ex : Dim) ;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Une signature : phrase courte qui reprend la vocation de la marque (Mcdo \u201cvenez comme vous \u00eates\u201d).<\/span><\/li>\n<\/ul>\n<h2 style=\"text-align: justify;\"><span style=\"font-family: arial, helvetica, sans-serif; color: #2d55a6;\"><b>Quelles sont les qualit\u00e9s que doit poss\u00e9der une marque ?<\/b><\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial, helvetica, sans-serif;\"><span style=\"font-weight: 400;\">Pour \u00eatre efficace, une <\/span><b>marque<\/b><span style=\"font-weight: 400;\"> a tout int\u00e9r\u00eat \u00e0 \u00eatre :<\/span><\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Euphonique : La marque doit \u00eatre facile et agr\u00e9able \u00e0 prononcer.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">M\u00e9morisable : Les noms courts sont plus simples \u00e0 retenir.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">\u00c9vocatrice : Son nom doit nous faire penser aux qualit\u00e9 du produit (Ex : Taillefine)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">D\u00e9clinable : Il doit \u00eatre possible de cr\u00e9er des produits diff\u00e9rents \u00e0 partir d\u2019une racine commune.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Exportable : La marque doit \u00eatre pronon\u00e7able et acceptable dans toutes les langues pour pouvoir \u00eatre commercialis\u00e9e \u00e0 l\u2019\u00e9tranger.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">P\u00e9renne : La marque ne rel\u00e8ve pas de \u201cl\u2019effet de mode\u201d et doit pouvoir r\u00e9sister au temps.<\/span><\/li>\n<\/ul>\n<h2 style=\"text-align: justify;\"><span style=\"font-family: arial, helvetica, sans-serif; color: #2d55a6;\"><b>Quelles sont les obligations juridiques que doit respecter une marque ?<\/b><\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Pour \u00eatre l\u00e9gale, une marque doit respecter certaines contraintes juridiques. Elle doit donc \u00eatre disponible (non d\u00e9pos\u00e9e par une autre entreprise), distinctive (ne doit pas \u00eatre un mot g\u00e9n\u00e9rique), non d\u00e9ceptive (ne doit pas induire le consommateur en erreur) et conforme aux bonnes m\u0153urs (non discriminatoire et non injurieuse).<\/span><\/p>\n<h2 style=\"text-align: justify;\"><span style=\"font-family: arial, helvetica, sans-serif; color: #2d55a6;\"><b>Quelles sont ses fonctions ?<\/b><\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">La marque joue plusieurs r\u00f4les sp\u00e9cifiques pour le consommateur :<\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Rep\u00e9rage : Elle aide l\u2019acheteur \u00e0 identifier le produit et \u00e0 choisir rapidement une marque donn\u00e9e par rapport \u00e0 ses concurrents. La marque est un \u00e9l\u00e9ment de diff\u00e9renciation du produit.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Personnalisation : La marque est un moyen d\u2019expression et d\u2019affirmation de soi.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Garantie : Acheter un produit de marque permet de r\u00e9duire l\u2019incertitude et le risque surtout quand elle a une image valorisante ou une forte notori\u00e9t\u00e9.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400; font-family: arial, helvetica, sans-serif;\">Positionnement : Elle donne \u00e0 l\u2019entreprise la possibilit\u00e9 de choisir une image par rapport \u00e0 ses concurrents et de se distinguer.<\/span><\/li>\n<\/ul>\n<h2 style=\"text-align: justify;\"><span style=\"font-family: arial, helvetica, sans-serif; color: #2d55a6;\"><b>L\u2019image de marque<\/b><\/span><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-family: arial, helvetica, sans-serif;\"><span style=\"font-weight: 400;\">L\u2019<\/span><b>image de marque<\/b><span style=\"font-weight: 400;\"> correspond \u00e0 la repr\u00e9sentation que le consommateur se fait d\u2019une marque.\u00a0 Afin d\u2019\u00eatre coh\u00e9rente avec la strat\u00e9gie de l\u2019entreprise, l\u2019image per\u00e7ue doit \u00eatre en accord avec l\u2019image souhait\u00e9e. Elle se cr\u00e9e au travers d\u2019une communication volontaire (pub, <\/span><a href=\"https:\/\/www.jimprimeenfrance.fr\/impression-flyer-en-ligne\"><span style=\"font-weight: 400;\">flyers<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.jimprimeenfrance.fr\/impression-affiche-en-ligne\"><span style=\"font-weight: 400;\">affiches<\/span><\/a><\/span><span style=\"font-weight: 400;\"><span style=\"font-family: arial, helvetica, sans-serif;\">\u2026) mais aussi involontaire (bouche \u00e0 oreille).<\/span> <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La marque est un des attributs essentiels du produit. Elle permet de cr\u00e9er des pr\u00e9f\u00e9rences et de fid\u00e9liser les clients. C\u2019est un \u00e9l\u00e9ment cl\u00e9 de la strat\u00e9gie marketing de l\u2019entreprise car elle contribue \u00e0 augmenter la valeur de l\u2019offre. Une marque est une promesse faite par le vendeur \u00e0 l\u2019acheteur. Mais, qu\u2019est ce qu\u2019une marque [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7389,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_editorskit_title_hidden":false,"_editorskit_reading_time":0,"_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"{}","footnotes":""},"categories":[482,54],"tags":[],"class_list":["post-7388","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-imprimerie","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>Qu&#039;est-ce-qu&#039;une marque ? - Votre imprimerie en ligne, le blog<\/title>\r\n<meta name=\"description\" content=\"La marque est un des attributs essentiels du produit. C\u2019est un \u00e9l\u00e9ment cl\u00e9 de la strat\u00e9gie marketing. 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