Une soci\u00e9t\u00e9 qui g\u00e8re une cha\u00eene de restauration rapide conteste le d\u00e9p\u00f4t, par l\u2019un de ses concurrents, d\u2019une marque similaire \u00e0 la sienne. D\u00e9cid\u00e9 \u00e0 ne pas se laisser faire, celui-ci demande, \u00e0 son tour, l\u2019annulation de l\u2019enregistrement de la marque de la soci\u00e9t\u00e9\u2026 \u00e0 tort ou \u00e0 raison ?<\/p>\n
\n
Caract\u00e8re distinctif d\u2019une marque : et si c\u2019est un adjectif ?<\/h2>\n
Une soci\u00e9t\u00e9, qui g\u00e8re une cha\u00eene de restauration rapide, d\u00e9tient la marque \u00ab Giant \u00bb pour d\u00e9signer les aliments, mets et plats pr\u00e9par\u00e9s qu\u2019elle commercialise, notamment ses articles de fast-food.<\/p>\n
5 ans plus tard, une entreprise concurrente d\u00e9pose aupr\u00e8s de l\u2019Institut national de la propri\u00e9t\u00e9 industrielle (l\u2019INPI) la marque \u00ab Pizza Giant \u00bb pour d\u00e9signer les aliments, mets et plats pr\u00e9par\u00e9s, qu\u2019elle commercialise dans des supermarch\u00e9s.<\/p>\n
D\u00e9cid\u00e9e \u00e0 se d\u00e9fendre du recours engag\u00e9 \u00e0 son encontre pour concurrence d\u00e9loyale, l\u2019entreprise d\u00e9cide de demander l\u2019annulation de l\u2019enregistrement de la marque \u00ab Giant \u00bb de la soci\u00e9t\u00e9.<\/p>\n
La raison ? Cette marque n\u2019est pas \u00ab distinctive \u00bb \u2026<\/p>\n
Pour m\u00e9moire, une marque ne peut \u00eatre valablement d\u00e9pos\u00e9e qu\u2019\u00e0 la condition de comporter un signe distinctif, c\u2019est-\u00e0-dire un \u00e9l\u00e9ment qui permettra de reconna\u00eetre l’entreprise \u00e0 l’origine de la fabrication des produits parmi ses concurrentes.<\/p>\n
Ce qui n\u2019est pas le cas ici, souligne l\u2019entreprise concurrente : au moment de son d\u00e9p\u00f4t par la soci\u00e9t\u00e9, la marque \u00ab Giant \u00bb n\u2019avait pas de distinctivit\u00e9 intrins\u00e8que, puisqu\u2019elle se bornait \u00e0 d\u00e9signer la dimension \u00ab g\u00e9ante \u00bb des aliments commercialis\u00e9s.<\/p>\n
Sauf, r\u00e9torque la soci\u00e9t\u00e9, qu\u2019un sondage r\u00e9alis\u00e9 8 ans apr\u00e8s le d\u00e9p\u00f4t de la marque indique que 44 % des fran\u00e7ais interrog\u00e9s associent le mot \u00ab Giant \u00bb \u00e0 une marque ou un produit\u2026 ce qui prouve bien que le terme est parfaitement apte \u00e0 remplir la fonction de marque !<\/p>\n
\u00ab Peu importe \u00bb tranche le juge : ce sondage ne permet pas de tirer des conclusions sur la situation existante au moment de l\u2019enregistrement de la marque, d\u00e8s lors qu\u2019il a \u00e9t\u00e9 r\u00e9alis\u00e9 pr\u00e8s de 8 ans apr\u00e8s le d\u00e9p\u00f4t de cette derni\u00e8re.<\/p>\n
Or, poursuit le juge, dans le domaine des produits alimentaires, les adjectifs qui d\u00e9crivent la caract\u00e9ristique des produits (tels que \u00ab long \u00bb, \u00ab big \u00bb ou \u00ab double \u00bb) sont monnaie courante : il est donc n\u00e9cessaire que ces signes restent \u00e0 la disposition de l\u2019ensemble des professionnels qui y exercent leur activit\u00e9, sans pouvoir \u00eatre monopolis\u00e9s par l\u2019un d\u2019eux.<\/p>\n
Au moment de son d\u00e9p\u00f4t, la marque \u00ab Giant \u00bb, \u00e9tait donc n\u00e9cessairement comprise par le consommateur comme un adjectif des produits commercialis\u00e9s \u2026 sans \u00eatre distinctive des autres produits r\u00e9alis\u00e9s par des concurrents.<\/p>\n
D\u00e8s lors, l\u2019enregistrement de la marque doit donc \u00eatre annul\u00e9\u2026<\/p>\n
Source : Arr\u00eat de la Cour de cassation, chambre commerciale, du 27 janvier 2021, n\u00b0 18-20702 (NP)<\/p>\n
Propri\u00e9t\u00e9 intellectuelle : attention \u00e0 la \u00ab distinctivit\u00e9 \u00bb de la marque\u2026 <\/a>\u00a9 Copyright WebLex – 2021<\/p>\n<\/div>\n<\/div>\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
Une soci\u00e9t\u00e9 qui g\u00e8re une cha\u00eene de restauration rapide conteste le d\u00e9p\u00f4t, par l\u2019un de ses concurrents, d\u2019une marque similaire \u00e0 la sienne. D\u00e9cid\u00e9 \u00e0 ne pas se laisser faire, celui-ci demande, \u00e0 son tour, l\u2019annulation de l\u2019enregistrement de la marque de la soci\u00e9t\u00e9\u2026 \u00e0 tort ou \u00e0 raison ?<\/p>\n","protected":false},"author":0,"featured_media":3812,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9,7],"tags":[],"class_list":["post-624","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actu-juridique","category-actualites"],"acf":[],"yoast_head":"\n
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