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L'odeur, un instrument invisible du marketing difficile à protéger

Author

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  • Gérard Haas

    (Haas Avocats - Selarl HAAS Société d’Avocats)

Abstract

Alors que les services de communication internes et les agences de communication cherchent de plus en plus à créer une empreinte sensorielle permettant de reconnaître l'entreprise ou ses produits, la CJCE vient de considérer, le 12 décembre 2002, qu'un message olfactif, même s'il n'est pas susceptible d'être perçu visuellement, peut constituer une marque à condition qu'il fasse l'objet d'une représentation graphique. Si la voie de la protection par le droit des marques est ainsi ouverte, il n'en demeure pas moins que les exigences posées par la jurisprudence rendent la protection complexe. Ce qui doit amener les entreprises à recourir aussi à d'autres voies juridiques.

Suggested Citation

  • Gérard Haas, 2003. "L'odeur, un instrument invisible du marketing difficile à protéger," Post-Print halshs-02919702, HAL.
    • Handle: RePEc:hal:journl:halshs-02919702
    DOI: 10.7193/DM.030.77.80
    as

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