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La marque véhicule l’image de l’entreprise et sert de point de repère au consommateur. Véhiculant des produits ou des services, elle peut être enregistrée par un particulier ou par une entreprise pour une durée de 10 ans renouvelable.
Une marque n’est valide que si elle satisfait à certains critères :
Si elle est distinctive, c’est-à-dire qu’elle n’est pas composée uniquement de termes liés à l’activité de l’entreprise
Si elle est licite, c’est-à-dire qu’elle n’est contraire à l’ordre public et aux bonnes mœurs
Si elle n’est pas déceptive, c’est-à-dire qu’elle ne trompe pas le consommateur sur les qualités, l’origine et la composition des produits et/ou services désignés
Si elle est disponible, c’est-à-dire qu’elle ne doit pas porter atteinte à un droit antérieur détenu par un tiers comme un droit de marque, une dénomination sociale, un nom de domaine….
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