{"id":1739,"date":"2016-11-09T17:54:27","date_gmt":"2016-11-09T17:54:27","guid":{"rendered":"http:\/\/depot-de-marque.com\/?page_id=1739"},"modified":"2020-12-02T19:51:51","modified_gmt":"2020-12-02T18:51:51","slug":"surveillance-veille-marque","status":"publish","type":"page","link":"https:\/\/depot-de-marque.com\/en\/guide-marques\/surveillance-veille-marque\/","title":{"rendered":"Brand surveillance"},"content":{"rendered":"

\"trademark<\/a><\/p>\n

Brand surveillance<\/h1>\n

Surveillance, what's that?<\/h2>\n

Surveillance involves keeping an eye on third parties and ensuring that your brand or a related brand is not registered or used by a third party in your industry or a related industry.<\/p>\n

What can we watch for?<\/h2>\n

Trademark monitoring<\/h3>\n

In practice, the trademark registers on which new filings are published weekly are monitored. We are then alerted to any filing that is identical or close to the one being monitored. However, trademarks are not the only rights that can be monitored. It is also possible to monitor company names (new company names registered at the registry) as well as domain names.<\/p>\n

Surveillance of company names<\/h3>\n

Each new company registered with the RCS can be notified to you if its corporate name (the official name registered at the Registry) is identical or sufficiently close to the watched trademark. However, there is currently no administrative action or simplified arbitration procedure in France to prevent a company name from being registered at the registry. Therefore, in the event of a dispute, the matter must be brought before the courts, which implies a cumbersome and costly procedure.<\/p>\n

Domain name monitoring<\/h3>\n

Each domain name reserved by a third party can be notified to you if it is identical or sufficiently close to the watched trademark. For domain names, there are arbitration recovery procedures (UDRP, URS or SYRELLI) open to holders of prior trademarks. These procedures are fast and economical and make it possible, depending on the case, to obtain the cancellation or transfer of the disputed domain name to the holder.<\/p>\n

Web monitoring<\/h3>\n

It is finally possible to carry out a more global monitoring on the Internet (search engines, social networks, forums...). It makes it possible to know the uses made by third parties, which are not necessarily related to registered rights such as those previously listed. This type of monitoring can be used to check that no one is unduly appropriating your trademark, but also to measure its notoriety (how often is it mentioned on the Internet?), or to detect possible uses that could denigrate your trademark (who is badmouthing your trademark and in what terms). It is possible to find anti-competitive practices that damage your brand's reputation and act quickly to stop them.<\/p>\n

Why watch his brand?<\/h2>\n

Monitoring allows for quick and cost-effective action to stop an illegal deposit or use, in order to stop the infringement. It also makes it possible to prevent more serious infringements and to keep an eye on competitors.<\/p>\n

Speed and economy<\/h3>\n

Thanks to opposition procedures (for trademarks) or the recovery of domain names, it is now possible to settle disputes very quickly and cheaply before any real damage is caused. These procedures are initiated against payment of a fixed fee, and are subject to strict deadlines, making it possible to obtain a decision in just a few weeks. When these procedures do not exist (simple use without right, or registration of a company name), the sending of a formal notice may suffice to put an end to the infringement, which is sometimes committed in good faith, through simple ignorance. A reminder of the rights held may convince the adversary to change his name, to stop using the disputed term, etc.<\/p>\n

Stop an ongoing breach or prevent a future breach<\/h3>\n

The use of a name close to yours in your business sector can in the long term have harmful effects in terms of business, notoriety, etc. That is why it is important to detect them as early as possible, ideally even before they occur. The effects to be feared are as follows:<\/p>\n

Risk of confusion<\/h4>\n

It's the worst thing that can happen. Consumers confuse two brands to the point of believing that they are operated by one and the same entity. The consumer buys the goods or services of one or the other, even though they actually come from two very different companies.<\/p>\n

Customer Diversion<\/h4>\n

This is a consequence of the risk of confusion. This misappropriation may or may not be intentional. In all cases, it leads customers to divert from one trademark to another, thinking they are buying the same products.<\/p>\n

Unfair competition and free riding<\/h4>\n

These are voluntary acts whose purpose is to take over the commercial and communication efforts made by a competitor, in order to benefit from them \"without losing money\", and ultimately to regain its customers.<\/p>\n

Counterfeiting<\/h4>\n

It is the reproduction or imitation of a trademark in such a way as to create a likelihood of confusion without the consumer's mind. Infringement exists only against an earlier trademark (you cannot infringe a domain name or company name).<\/p>\n

Keeping an eye on your competitors<\/h3>\n

Monitoring also provides a long-term competitive study: what are your competitors filing, are they trying to get closer to your brand strategy? This can help you evolve your practices in real time. How does it work?<\/p>\n

In practice, you are regularly informed of occurrences detected by your surveillance provider. Each piece of information must then be analysed to determine the interest and relevance of an action. Most of the time, this action begins with the sending of a formal notice in order to give a chance to an amicable settlement of the dispute, quickly and at minimal cost. If this formal notice is not followed up, or if the negotiations are not successful, other actions must then be considered: opposition, recovery of the domain name, legal action.<\/p>\n

Since amicable settlement of the dispute is always preferable, it is advantageous to entrust its management and negotiations to a professional<\/a> who, with the right legal arguments and experience, will optimize your chances of a successful outcome.<\/p>\n

How to monitor, and how much does it cost?<\/h2>\n

For the monitoring of trademarks up to 3 classes, theINPI<\/a> offers an annual subscription for 360\u20ac per year (July 2016 rate). The INPI also offers an annual flat rate for identical monitoring of company names (\u20ac170 per year) and domain names (\u20ac750 per year). However, the weekly listings received are not accompanied by any legal advice on the real danger represented by the trademarks identified, nor on the potential actions to be taken, nor on the chances of success if you decide to take action.<\/p>\n

For personalized advice, follow-up and simple, clear and effective recommendations, we strongly recommend that you call on the services of a Industrial Property Attorney<\/a>The fees are similar to those of the INPI, with the addition of advice and legal security.<\/p>","protected":false},"excerpt":{"rendered":"

La surveillance de la marque La surveillance, qu\u2019est-ce que c\u2019est ? La surveillance consiste \u00e0 garder un oeil sur les tiers, et \u00e0 vous assurer que votre marque ou une marque proche n\u2019est pas d\u00e9pos\u00e9e ou utilis\u00e9e par un tiers dans votre secteur d\u2019activit\u00e9 ou un secteur connexe. Que peut-on surveiller ? Surveillance de marques […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":11,"menu_order":24,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":"","tve_updated_post":"

___TVE_SHORTCODE_RAW__<p><a href=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2016\/11\/GM_surveillance.jpg\"><img class=\"size-medium wp-image-1741 aligncenter\" src=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2016\/11\/GM_surveillance-300x199.jpg\" alt=\"surveillance marque veille concurrence\" width=\"300\" height=\"199\" \/><\/a><\/p><h1>La surveillance de la marque<\/h1><h2 class=\"ckeditor\">La surveillance, qu\u2019est-ce que c\u2019est ?<\/h2><p>La surveillance consiste \u00e0 garder un oeil sur les tiers, et \u00e0 vous assurer que votre marque ou une marque proche n\u2019est pas d\u00e9pos\u00e9e ou utilis\u00e9e par un tiers dans votre secteur d\u2019activit\u00e9 ou un secteur connexe.<\/p><h2 class=\"ckeditor\">Que peut-on surveiller ?<\/h2><h3 class=\"ckeditor\">Surveillance de marques<\/h3><p>En pratique, on surveille les registres de marques sur lesquels sont publi\u00e9s hebdomadairement les nouveaux d\u00e9p\u00f4ts. On est alors alert\u00e9 pour tout d\u00e9p\u00f4t identique ou proche de celui qui fait l\u2019objet de la surveillance. Les marques ne sont toutefois pas les seuls droits que l\u2019on peut surveiller. Il est \u00e9galement possible de placer sous surveillance les d\u00e9nominations sociales (les nouveaux noms de soci\u00e9t\u00e9s enregistr\u00e9s au greffe) ainsi que les noms de domaine.<\/p><h3 class=\"ckeditor\">Surveillance des d\u00e9nominations sociales<\/h3><p>Chaque nouvelle soci\u00e9t\u00e9 immatricul\u00e9e au RCS peut vous \u00eatre signal\u00e9e si sa d\u00e9nomination sociale (le nom officiel enregistr\u00e9 au greffe) est identique ou suffisamment proche de la marque surveill\u00e9e. Il n\u2019existe toutefois pas en France, \u00e0 ce jour, d\u2019action administrative ou d\u2019arbitrage simplifi\u00e9 pour emp\u00eacher une d\u00e9nomination sociale d\u2019\u00eatre enregistr\u00e9e au greffe. Il faut donc, en cas de litige, porter l\u2019affaire devant les tribunaux, ce qui implique une proc\u00e9dure lourde et co\u00fbteuse.<\/p><h3 class=\"ckeditor\">Surveillance des noms de domaine<\/h3><p>Chaque nom de domaine r\u00e9serv\u00e9 par un tiers peut vous \u00eatre signal\u00e9 s\u2019il est identique ou suffisamment proche de la marque surveill\u00e9e. Pour les noms de domaine, il existe des proc\u00e9dures arbitrales de r\u00e9cup\u00e9ration (UDRP, URS ou SYRELLI) ouvertes aux titulaires de marques ant\u00e9rieures. Ces proc\u00e9dures sont rapides et \u00e9conomiques et permettent, selon le cas, d\u2019obtenir l\u2019annulation ou le transfert \u00e0 son profit du nom de domaine litigieux.<\/p><h3 class=\"ckeditor\">Surveillance du web<\/h3><p>Il est enfin possible de r\u00e9aliser une surveillance plus globale sur Internet (moteurs de recherche, r\u00e9seaux sociaux, forums\u2026). Elle permet de conna\u00eetre les usages r\u00e9alis\u00e9s par les tiers, qui ne sont pas n\u00e9cessairement en lien avec des droits enregistr\u00e9s tels que ceux pr\u00e9c\u00e9demment \u00e9num\u00e9r\u00e9s. Ce type de surveillance peut \u00eatre utilis\u00e9 pour contr\u00f4ler que personne ne s\u2019approprie ind\u00fbment votre marque, mais sert \u00e9galement \u00e0 mesurer sa notori\u00e9t\u00e9 (combien de fois est-elle mentionn\u00e9e sur Internet?), ou encore \u00e0 d\u00e9tecter d\u2019\u00e9ventuels usages de nature \u00e0 d\u00e9nigrer votre marque (qui dit du mal de votre marque et en quels termes)? On peut ainsi trouver des pratiques anticoncurrentielles qui portent atteinte \u00e0 sa r\u00e9putation et agir rapidement pour les faire cesser.<\/p><h2 class=\"ckeditor\">Pourquoi surveiller sa marque ?<\/h2><p>La surveillance permet de s\u2019opposer rapidement et \u00e0 moindre co\u00fbt \u00e0 un d\u00e9p\u00f4t ou un usage illicite, afin de faire cesser l\u2019atteinte. Elle permet aussi de pr\u00e9venir des atteintes plus graves, et de garder un oeil sur ses concurrents.<\/p><h3 class=\"ckeditor\">Rapidit\u00e9 et \u00e9conomie<\/h3><p>Gr\u00e2ce aux proc\u00e9dures d\u2019opposition (pour les marques) ou de r\u00e9cup\u00e9ration de noms de domaine, il est aujourd\u2019hui possible de r\u00e9gler tr\u00e8s rapidement et \u00e0 peu de frais des litiges avant m\u00eame qu\u2019un vrai pr\u00e9judice ne soit g\u00e9n\u00e9r\u00e9. Ces proc\u00e9dures sont engag\u00e9es moyennant le paiement d\u2019une taxe fixe, et sont encadr\u00e9es par des d\u00e9lais stricts, ce qui permet d\u2019obtenir une d\u00e9cision en quelques semaines seulement. Quand ces proc\u00e9dures n\u2019existent pas (simple usage sans droit, ou enregistrement d\u2019une d\u00e9nomination sociale), l\u2019envoi d\u2019une mise en demeure peut suffire \u00e0 faire cesser l\u2019atteinte, qui est parfois commise en toute bonne foi, par simple ignorance. Un rappel des droits d\u00e9tenus peut convaincre l\u2019adversaire de changer de nom, d\u2019arr\u00eater l\u2019usage du terme litigieux\u2026<\/p><h3 class=\"ckeditor\">Faire cesser une atteinte en cours ou pr\u00e9venir une atteinte \u00e0 venir<\/h3><p>L\u2019usage d\u2019un nom proche du v\u00f4tre dans votre secteur d\u2019activit\u00e9 peut \u00e0 long terme avoir des effets n\u00e9fastes en terme commerciaux, de notori\u00e9t\u00e9, etc\u2026 C\u2019est pourquoi il est important de les d\u00e9celer le plus t\u00f4t possible, id\u00e9alement avant m\u00eame qu\u2019ils ne se produisent. Les effets \u00e0 craindre sont les suivants :<\/p><h4 class=\"ckeditor\">Risque de confusion<\/h4><p>C\u2019est la pire chose qui puisse arriver. Le consommateur confond deux marques au point de croire qu\u2019elles sont exploit\u00e9es par une seule et m\u00eame entit\u00e9. Il ach\u00e8te donc indiff\u00e9remment les produits ou les services de l\u2019une ou de l\u2019autre, alors m\u00eame qu\u2019ils proviennent en r\u00e9alit\u00e9 de deux entreprises bien distinctes.<\/p><h4 class=\"ckeditor\">D\u00e9tournement de client\u00e8le<\/h4><p>C\u2019est une cons\u00e9quence du risque de confusion. Ce d\u00e9tournement peut \u00eatre volontaire ou non. Dans tous les cas, il am\u00e8ne la client\u00e8le \u00e0 se d\u00e9tourner d\u2019une marque au profit d\u2019une autre, en pensant acheter les m\u00eames produits.<\/p><h4 class=\"ckeditor\">Concurrence d\u00e9loyale et parasitisme<\/h4><p>Ce sont des actes volontaires dont la finalit\u00e9 est de s\u2019approprier les efforts commerciaux et de communication r\u00e9alis\u00e9s par un concurrent, afin d\u2019en profiter \u201csans bourse d\u00e9lier\u201d, et \u00e0 terme de r\u00e9cup\u00e9rer sa client\u00e8le.<\/p><h4 class=\"ckeditor\">Contrefa\u00e7on<\/h4><p>Il s\u2019agit de la reproduction ou de l\u2019imitation d\u2019une marque de telle mani\u00e8re \u00e0 cr\u00e9er un risque de confusion sans l\u2019esprit du consommateur. La contrefa\u00e7on n\u2019existe qu\u2019\u00e0 l\u2019encontre d\u2019une marque ant\u00e9rieure (on ne peut pas contrefaire un nom de domaine ou une d\u00e9nomination sociale).<\/p><h3 class=\"ckeditor\">Garder un oeil sur ses concurrents<\/h3><p>La surveillance permet aussi de faire une \u00e9tude concurrentielle sur le long terme : que d\u00e9posent vos concurrents, essaient-il de se rapprocher de votre strat\u00e9gie de marque ? Cela peut vous aider \u00e0 faire \u00e9voluer vos pratiques en temps r\u00e9el. Comment \u00e7a marche ?<\/p><p>En pratique, vous \u00eates inform\u00e9 de mani\u00e8re r\u00e9guli\u00e8re des occurrences relev\u00e9es par votre prestataire de surveillance. Il faut ensuite analyser chaque information afin de d\u00e9terminer l\u2019int\u00e9r\u00eat et la pertinence d\u2019une action. Cette action commence la plupart du temps par l\u2019envoi d\u2019une mise en demeure afin de laisser une chance \u00e0 un r\u00e9glement amiable du litige, rapide et \u00e0 frais minimes. Si cette mise en demeure est laiss\u00e9e sans suite, ou si les n\u00e9gociations n\u2019aboutissent pas, il faut alors envisager d\u2019autres actions : opposition, r\u00e9cup\u00e9ration de nom de domaine, action en justice.<\/p><p>Le r\u00e9glement amiable du litige \u00e9tant toujours pr\u00e9f\u00e9rable, il est avantageux de confier sa gestion et les n\u00e9gociations \u00e0 un <a href=\"http:\/\/depot-de-marque.com\/\" data-cke-saved-href=\"http:\/\/depot-de-marque.com\">professionnel<\/a> qui, gr\u00e2ce aux bons arguments juridiques et \u00e0 son exp\u00e9rience, optimisera vos chances d\u2019aboutir \u00e0 une issue favorable.<\/p><h2 class=\"ckeditor\">Comment surveiller, et combien \u00e7a co\u00fbte ?<\/h2><p>Pour la surveillance de marques jusqu\u2019\u00e0 3 classes, l\u2019<a href=\"http:\/\/www.inpi.fr\/\" data-cke-saved-href=\"http:\/\/www.inpi.fr\">INPI<\/a> propose un abonnement annuel pour 360\u20ac par an (tarif juillet 2016). L\u2019INPI propose \u00e9galement un forfait annuel pour une surveillance \u00e0 l\u2019identique des d\u00e9nominations sociales (170 \u20ac par an) et des noms de domaines (750 \u20ac par an). Les listings re\u00e7us de mani\u00e8re hebdomadaire ne s\u2019accompagnent toutefois d\u2019aucun conseil juridique sur le danger r\u00e9el repr\u00e9sent\u00e9 par les marques relev\u00e9es, ni sur les actions potentielles \u00e0 engager, ni encore sur les chances de succ\u00e8s si vous d\u00e9cidez d\u2019agir.<\/p><p>Pour avoir un conseil personnalis\u00e9, un suivi et des pr\u00e9conisations simples, claires et efficaces, nous vous recommandons fortement de faire appels aux services d\u2019un <a href=\"http:\/\/depot-de-marque.com\/conseil-propriete-industrielle\" data-cke-saved-href=\"http:\/\/depot-de-marque.com\/conseil-propriete-industrielle\">Conseil en Propri\u00e9t\u00e9 Industrielle<\/a>, dont les tarifs avoisinent ceux de l\u2019INPI, avec le conseil et la s\u00e9curit\u00e9 juridique en plus.<\/p>__TVE_SHORTCODE_RAW___<\/div><\/div>
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