{"id":3010,"date":"2018-09-03T07:56:46","date_gmt":"2018-09-03T05:56:46","guid":{"rendered":"http:\/\/depot-de-marque.com\/?page_id=3010"},"modified":"2020-12-03T06:15:55","modified_gmt":"2020-12-03T05:15:55","slug":"geographical-brand-names","status":"publish","type":"page","link":"https:\/\/depot-de-marque.com\/en\/guide-marques\/marque-noms-geographiques\/","title":{"rendered":"The brand and geographical names"},"content":{"rendered":"<p><a href=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2018\/09\/marque-deposee-appellation-orgine.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2018\/09\/marque-deposee-appellation-orgine-300x175.jpg\" alt=\"pzut-on-deposit-brand-name-geography\" width=\"300\" height=\"175\" \/><\/a><\/p>\n<h1>Can you use geographical names (the name of a country, region or city) in your trademark?<\/h1>\n<p>If it is possible to use geographical names as a trademark, care should be taken. Indeed, this practice is highly regulated and presents significant risks. A trademark that is misleading or does not comply with the rules on protected designations could be cancelled.<\/p>\n<h2>The possibility of registering geographical names as trademarks<\/h2>\n<p>Article L. 711-1 a) of the French Intellectual Property Code (CPI) provides that a trademark may include: \"names in all forms such as: words, combinations of words, surnames and <strong>geographical names<\/strong>...aliases, pseudonyms, etc. \u00bb. The geographical name can therefore be registered as a trademark.<\/p>\n<p>However, the following article (L. 711-2 CPI) specifies that the trademark must not be used to designate its geographical origin. Indeed, the mark must be arbitrary. If it indicates its own origin, it will be perceived as descriptive. The trademark \"COUTELLERIE DE SAVOIE\" could not be registered because the name SAVOIE must remain available to all traders operating in the branch and region in question. Conversely, the trademark \"CHICAGO\", registered for clothing, was registered because it was considered arbitrary.<\/p>\n<h2>The conditions relating to \"appellations\"<\/h2>\n<p>There are today <a href=\"http:\/\/agriculture.gouv.fr\/comprendre-les-signes-de-qualite-europeens-aop-igp-stg\" target=\"_blank\" rel=\"noopener\">several types of protected designations\u00a0<\/a>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2018\/09\/logo_aop.png\" alt=\"marque-aop\" width=\"132\" height=\"132\" \/><\/p>\n<ul>\n<li>The designations of origin (AOC in France, PDO in Europe) concern products whose particular quality is largely due to the geographical environment in which they are obtained. For an AO, the entire production process takes place in a given geographical area.<\/li>\n<\/ul>\n<p>E.g.: green lentils from Le Puy, Bresse chicken, fourme d'Ambert...<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2018\/09\/logo-IGP-300x300.png\" alt=\"\" width=\"126\" height=\"123\" \/><\/p>\n<ul>\n<li>Indications of source (IP in France, PGI in Europe) designate the name of a region or town that is reputed for certain products. In this case, only part of the production takes place in the area concerned.<\/li>\n<\/ul>\n<p>E.g.: Dijon mustard, Gu\u00e9rande salt, Charolais beef from Bourbonnais<\/p>\n<p><a href=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2018\/09\/STG_image_full.png\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2018\/09\/STG_image_full-300x300.png\" alt=\"\" width=\"168\" height=\"167\" \/><\/a><\/p>\n<ul>\n<li>Traditional Specialities Guaranteed (TSGs), which do not refer to a provenance, but rather to the method of production of a product.<\/li>\n<\/ul>\n<p>Ex: bouchot mussels, mozzarella, Serrano ham...<\/p>\n<p>A protected name cannot be registered as a trademark, because it is by definition generic: anyone who is entitled to it can use it. The use of an AO or IP is subject to authorization. Attempts to circumvent it are doomed to failure.<\/p>\n<p>But it is possible to integrate an AO into a complex trademark, if the designated product is entitled to it. For example, the trademark GOLD COLLECTION CHAMPAGNE can validly use the AO Champagne, since it concerns Champagne wines.<\/p>\n<h2>The case of the deceptive mark<\/h2>\n<p>Article L. 711-3 c) ICC provides that the trademark must not be such as to mislead the public as to the origin of the goods. Thus, the mark \"BEL'MORTEAU\" was considered deceptive to designate sausages that do not come from Morteau.<\/p>\n<p>Similarly, table wines, made from various blends, may not contain geographical names even if they are not protected. Indeed, in the wine sector, consumers tend to associate the geographical name with an AO, even though these wines do not have a specific geographical origin.<\/p>\n<p>The Consumer Code also penalizes certain practices, in particular the use of a trademark, name, sign or misleading indication likely to lead people to believe, when the products are foreign, that they have been manufactured in France.<\/p>\n<p>If it is permitted to choose a geographical name in its trademark, the rules set out above must be respected. It should be recalled, however, that geographical names not covered by AOs may be included in a mark - but are subject to administrative control. Indeed, local authorities have the right to prohibit the use of the name of their municipality as a trademark, in particular by invoking their reputation (Art. L. 711-4 (h) IPC).<\/p>","protected":false},"excerpt":{"rendered":"<p>Peut-on utiliser des noms g\u00e9ographiques (le nom d\u2019un pays, d\u2019une r\u00e9gion ou d\u2019une ville) dans sa marque ? S\u2019il est possible d\u2019utiliser des noms g\u00e9ographiques \u00e0 titre de marque, il convient d\u2019\u00eatre prudent. En effet, cette pratique est tr\u00e8s encadr\u00e9e et pr\u00e9sente des risques importants. Une marque trompeuse ou ne respectant pas les r\u00e8gles relatives [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":11,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":"","tve_updated_post":"<div class=\"thrv_wrapper tve_wp_shortcode\" data-css=\"tve-u-176247a67d4\"><div class=\"tve_shortcode_raw\" style=\"display: none\">___TVE_SHORTCODE_RAW__&lt;p&gt;&lt;a href=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2018\/09\/marque-deposee-appellation-orgine.jpg\"&gt;&lt;img class=\"size-medium wp-image-3014 aligncenter\" src=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2018\/09\/marque-deposee-appellation-orgine-300x175.jpg\" alt=\"pzut-on-deposer-marque-nom-geographique\" width=\"300\" height=\"175\" \/&gt;&lt;\/a&gt;&lt;\/p&gt;&lt;h1&gt;Peut-on utiliser des noms g\u00e9ographiques (le nom d\u2019un pays, d\u2019une r\u00e9gion ou d\u2019une ville) dans sa marque ?&lt;\/h1&gt;&lt;p&gt;S\u2019il est possible d\u2019utiliser des noms g\u00e9ographiques \u00e0 titre de marque, il convient d\u2019\u00eatre prudent. En effet, cette pratique est tr\u00e8s encadr\u00e9e et pr\u00e9sente des risques importants. Une marque trompeuse ou ne respectant pas les r\u00e8gles relatives aux appellations prot\u00e9g\u00e9es pourrait \u00eatre annul\u00e9e.&lt;\/p&gt;&lt;h2&gt;La possibilit\u00e9 d\u2019enregistrer des noms g\u00e9ographiques \u00e0 titre de marque&lt;\/h2&gt;&lt;p&gt;L\u2019article L. 711-1 a) du code de la propri\u00e9t\u00e9 intellectuelle (CPI) dispose que peuvent constituer une marque&nbsp;: \u00ab les d\u00e9nominations sous toutes les formes telles que : mots, assemblages de mots, noms patronymiques et &lt;strong&gt;noms&nbsp;g\u00e9ographiques&lt;\/strong&gt;, pseudonymes, etc.&nbsp;\u00bb. Le nom g\u00e9ographique peut donc \u00eatre enregistr\u00e9 \u00e0 titre de marque.&lt;\/p&gt;&lt;p&gt;Cependant, l\u2019article suivant (L. 711-2 CPI) pr\u00e9cise que la marque ne doit pas servir \u00e0 d\u00e9signer sa provenance g\u00e9ographique. En effet, la marque doit \u00eatre arbitraire. Si elle indique sa propre origine, elle sera per\u00e7ue comme descriptive. La marque \u00ab&nbsp;COUTELLERIE DE SAVOIE&nbsp;\u00bb n\u2019a ainsi pas pu \u00eatre enregistr\u00e9e, au motif que le nom SAVOIE doit rester \u00e0 la disposition de tous les commer\u00e7ants exer\u00e7ant dans la branche et dans la r\u00e9gion consid\u00e9r\u00e9e. A l\u2019inverse, la marque&nbsp;\u00ab&nbsp;CHICAGO&nbsp;\u00bb, d\u00e9pos\u00e9e pour des v\u00eatements, a \u00e9t\u00e9 enregistr\u00e9e car consid\u00e9r\u00e9e comme arbitraire.&lt;\/p&gt;&lt;h2&gt;Les conditions tenant aux \u00ab&nbsp;appellations \u00bb&lt;\/h2&gt;&lt;p&gt;Il existe aujourd\u2019hui &lt;a href=\"http:\/\/agriculture.gouv.fr\/comprendre-les-signes-de-qualite-europeens-aop-igp-stg\"&gt;plusieurs types d\u2019appellations prot\u00e9g\u00e9es&nbsp;&lt;\/a&gt;:&lt;\/p&gt;&lt;p&gt;&lt;img class=\"aligncenter wp-image-3011\" src=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2018\/09\/logo_aop.png\" alt=\"marque-aop\" width=\"132\" height=\"132\" \/&gt;&lt;\/p&gt;&lt;ul&gt;&lt;li&gt;Les appellations d\u2019origine (AOC en France, AOP en Europe) concernent des produits dont la qualit\u00e9 particuli\u00e8re est due en grande partie au milieu g\u00e9ographique dans lequel ils sont obtenus. Pour une AO, l\u2019ensemble du processus de production a lieu dans une aire g\u00e9ographique d\u00e9termin\u00e9e.&lt;\/li&gt;&lt;\/ul&gt;&lt;p&gt;Ex&nbsp;: lentilles vertes du Puy, poulet de Bresse, fourme d\u2019Ambert\u2026&lt;\/p&gt;&lt;p&gt;&lt;img class=\"aligncenter wp-image-3012\" src=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2018\/09\/logo-IGP-300x300.png\" alt=\"\" width=\"126\" height=\"123\" \/&gt;&lt;\/p&gt;&lt;ul&gt;&lt;li&gt;Les indications de provenance (IP en France, IGP en Europe) d\u00e9signent le nom d\u2019une r\u00e9gion ou d\u2019une ville r\u00e9put\u00e9e pour certains produits. Dans ce cas, seule une partie de la production se d\u00e9roule dans la zone concern\u00e9e.&lt;\/li&gt;&lt;\/ul&gt;&lt;p&gt;Ex&nbsp;: moutarde de Dijon, sel de Gu\u00e9rande, b\u0153uf charolais du Bourbonnais&lt;\/p&gt;&lt;p&gt;&lt;a href=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2018\/09\/STG_image_full.png\"&gt;&lt;img class=\"aligncenter wp-image-3013\" src=\"http:\/\/depot-de-marque.com\/wp-content\/uploads\/2018\/09\/STG_image_full-300x300.png\" alt=\"\" width=\"168\" height=\"167\" \/&gt;&lt;\/a&gt;&lt;\/p&gt;&lt;ul&gt;&lt;li&gt;Les sp\u00e9cialit\u00e9s traditionnelles garanties (STG), qui ne renvoient pas \u00e0 une provenance, mais plut\u00f4t \u00e0 la m\u00e9thode de production d\u2019un produit.&lt;\/li&gt;&lt;\/ul&gt;&lt;p&gt;Ex&nbsp;: moules de bouchot, mozzarella, jambon Serrano\u2026&lt;\/p&gt;&lt;p&gt;Une appellation prot\u00e9g\u00e9e ne peut \u00eatre enregistr\u00e9e comme marque, car elle est par d\u00e9finition g\u00e9n\u00e9rique&nbsp;: tous ceux qui y ont droit peuvent l\u2019utiliser. L\u2019utilisation d\u2019une AO ou d\u2019une IP est soumise \u00e0 autorisation. Les tentatives de contournement sont vou\u00e9es \u00e0 l\u2019\u00e9chec.&lt;\/p&gt;&lt;p&gt;Mais il est possible d\u2019int\u00e9grer une AO dans une marque complexe, si le produit d\u00e9sign\u00e9 y a droit. Par exemple, la marque GOLD COLLECTION CHAMPAGNE peut valablement utiliser l\u2019AO Champagne, puisqu\u2019il s\u2019agit de vins de Champagne.&lt;\/p&gt;&lt;h2&gt;Le cas de la marque trompeuse&lt;\/h2&gt;&lt;p&gt;L\u2019article L. 711-3 c) CPI pr\u00e9voit que la marque ne doit pas \u00eatre de nature \u00e0 tromper le public sur la provenance des produits. Ainsi, la marque \u00ab&nbsp;BEL\u2019MORTEAU&nbsp;\u00bb a \u00e9t\u00e9 jug\u00e9e d\u00e9ceptive pour d\u00e9signer des saucisses qui ne proviennent pas de Morteau.&lt;\/p&gt;&lt;p&gt;De m\u00eame, les vins de table, issus de m\u00e9lange divers, ne peuvent contenir des noms g\u00e9ographiques m\u00eame si ceux-ci ne sont pas prot\u00e9g\u00e9s. En effet, dans le secteur du vin, les consommateurs ont tendance \u00e0 associer le nom g\u00e9ographique \u00e0 une AO, alors m\u00eame que ces vins n\u2019ont pas d\u2019origine g\u00e9ographique d\u00e9termin\u00e9e.&lt;\/p&gt;&lt;p&gt;Le Code de la consommation sanctionne \u00e9galement certaines pratiques, notamment celle par laquelle il est fait usage d'une marque, d'un nom, d'un signe ou d'une indication trompeuse de nature \u00e0 faire croire, alors que les produits sont \u00e9trangers, qu'ils ont \u00e9t\u00e9 fabriqu\u00e9s en France.&lt;\/p&gt;&lt;p&gt;S\u2019il est permis de choisir un nom g\u00e9ographique dans sa marque, il convient de respecter les r\u00e8gles \u00e9nonc\u00e9es ci-dessus. Rappelons toutefois que les noms g\u00e9ographiques non couverts par des AO peuvent \u00eatre int\u00e9gr\u00e9s dans une marque \u2013 mais sont susceptibles d\u2019\u00eatre soumis \u00e0 un contr\u00f4le administratif. En effet, les autorit\u00e9s locales ont la facult\u00e9 d\u2019interdire l\u2019usage du nom de leur commune \u00e0 titre de marque, en invoquant notamment leur r\u00e9putation (art. L. 711-4 h) CPI).&lt;\/p&gt;__TVE_SHORTCODE_RAW___<\/div><\/div><div class=\"thrv_wrapper thrv-button thrv-button-v2 tcb-local-vars-root\" data-css=\"tve-u-176247a67bc\">\n<div class=\"thrive-colors-palette-config\" style=\"display: none !important\">__CONFIG_colors_palette__{\"active_palette\":0,\"config\":{\"colors\":{\"62516\":{\"name\":\"Main Accent\",\"parent\":-1}},\"gradients\":[]},\"palettes\":[{\"name\":\"Default Palette\",\"value\":{\"colors\":{\"62516\":{\"val\":\"var(--tcb-skin-color-0)\"}},\"gradients\":[]}}]}__CONFIG_colors_palette__<\/div>\n<a href=\"http:\/\/depot-de-marque.com\/guide-marques\/\" class=\"tcb-button-link tcb-plain-text\">\n<span class=\"tcb-button-texts\"><span class=\"tcb-button-text thrv-inline-text\">Retour au menu<\/span><\/span>\n<\/a>\n<\/div>","tve_custom_css":"@media (min-width: 300px){[data-css=\"tve-u-176247a67bc\"] .tcb-button-link { letter-spacing: 2px; background-image: linear-gradient(var(--tcb-local-color-62516, rgb(19, 114, 211)), var(--tcb-local-color-62516, rgb(19, 114, 211))); --tve-applied-background-image:linear-gradient(var$(--tcb-local-color-62516, rgb(19, 114, 211)), var$(--tcb-local-color-62516, rgb(19, 114, 211))); background-size: auto; background-attachment: scroll; border-radius: 5px; overflow: hidden; padding: 18px; background-position: 50% 50%; background-repeat: no-repeat; }[data-css=\"tve-u-176247a67bc\"] .tcb-button-link span { color: rgb(255, 255, 255); --tcb-applied-color:#fff; }[data-css=\"tve-u-176247a67bc\"] { --tcb-local-color-62516:var(--tcb-skin-color-0); }[data-css=\"tve-u-176247a67d4\"] { --tcb-local-color-62516:var(--tcb-skin-color-0)  !important; }}","tve_user_custom_css":"","tve_globals":{"e":"1","font_cls":[]},"tcb2_ready":1,"tcb_editor_enabled":1,"tve_landing_page":"","_tve_header":"0","_tve_footer":"0"},"class_list":["post-3010","page","type-page","status-publish","hentry","post-wrapper","thrv_wrapper"],"_links":{"self":[{"href":"https:\/\/depot-de-marque.com\/en\/wp-json\/wp\/v2\/pages\/3010","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/depot-de-marque.com\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/depot-de-marque.com\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/depot-de-marque.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/depot-de-marque.com\/en\/wp-json\/wp\/v2\/comments?post=3010"}],"version-history":[{"count":0,"href":"https:\/\/depot-de-marque.com\/en\/wp-json\/wp\/v2\/pages\/3010\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/depot-de-marque.com\/en\/wp-json\/wp\/v2\/pages\/11"}],"wp:attachment":[{"href":"https:\/\/depot-de-marque.com\/en\/wp-json\/wp\/v2\/media?parent=3010"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}