{"id":21504,"date":"2022-01-27T13:53:06","date_gmt":"2022-01-27T13:53:06","guid":{"rendered":"https:\/\/ebrandservices.fr\/?p=21504"},"modified":"2024-12-10T12:31:38","modified_gmt":"2024-12-10T12:31:38","slug":"10-etapes-pour-mettre-en-place-une-surveillance-anti-contrefacon","status":"publish","type":"post","link":"https:\/\/ebrand.com\/fr\/blog\/10-etapes-pour-mettre-en-place-une-surveillance-anti-contrefacon\/","title":{"rendered":"10 \u00c9TAPES POUR METTRE EN PLACE UNE SURVEILLANCE ANTI-CONTREFA\u00c7ON"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p><span style=\"font-size: xx-large;\">Vous souhaitez mettre en place une solution technique pour d\u00e9tecter les ventes illicites sur les sites de e-commerce, les places de march\u00e9 ou les r\u00e9seaux sociaux\u00a0? Voici les 10 \u00e9tapes \u00e0 suivre pour d\u00e9ployer votre strat\u00e9gie. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p>Sans doute peut-il \u00eatre utile de rappeler qu\u2019une strat\u00e9gie de lutte anti-contrefa\u00e7on v\u00e9ritablement efficace repose sur <strong>une vue ma\u00eetris\u00e9e <\/strong>de l\u2019ensemble des sites de vente en ligne, r\u00e9seaux sociaux inclus. Cela implique une surveillance \u00e9tendue et constante de la toile, quels que soient les sites et les pays o\u00f9 vous d\u00e9ployez votre activit\u00e9 commerciale, mais surtout une <strong>intransigeance absolue<\/strong> face aux atteintes\u00a0! Pour mettre en place une <strong>solution de surveillance<\/strong> correspondant pr\u00e9cis\u00e9ment \u00e0 vos besoins, nous conseillons de suivre les \u00e9tapes suivantes\u00a0:<\/p>\n<p><strong>1. <span style=\"color: #ff0000;\">\u00c9tablir la liste des mots-cl\u00e9s essentiels<\/span><\/strong><span style=\"color: #993300;\">,<\/span> \u00e0 savoir le nom de la marque et des produits phares \u00e0 surveiller absolument (ce sont en effet ces mots-cl\u00e9s qui permettent la d\u00e9tection des annonces et\/ou des posts frauduleux). Pour m\u00e9moire, la surveillance online d\u2019une marque ou d\u2019un produit est bas\u00e9e sur l\u2019analyse de la cha\u00eene de caract\u00e8res qui composent son nom et ses d\u00e9clinaisons ou variantes en fonction des langues et des typographies utilis\u00e9es.<\/p>\n<hr \/>\n<p><strong>2. <span style=\"color: #ff0000;\">R\u00e9aliser une \u00e9tude pr\u00e9liminaire <\/span><\/strong>visant \u00e0 quantifier le nombre de d\u00e9tections en circulation par pays et par plateforme. Celle-ci permet d\u2019estimer le pourcentage de fraudes et de hi\u00e9rarchiser les actions \u00e0 mener.<\/p>\n<hr \/>\n<p><strong>3. <span style=\"color: #ff0000;\">Dresser la liste des territoires et des places de march\u00e9<\/span><\/strong> \u00e0 cibler par marque et\/ou produit \u00e0 surveiller. La surface d\u2019attaque est mondiale, aussi est-il conseill\u00e9 de cibler en priorit\u00e9\u00a0:<\/p>\n<ul>\n<li>Les <strong>pays<\/strong> o\u00f9 vous g\u00e9n\u00e9rez le plus de chiffre d\u2019affaires,<\/li>\n<li>Les <strong>plateformes<\/strong> o\u00f9 il y a le plus d\u2019atteintes.<\/li>\n<\/ul>\n<p>Cette approche permettra de <strong>classer les<\/strong> <strong>d\u00e9tections<\/strong> (notamment lorsqu\u2019elles se comptent par milliers), <strong>d\u2019\u00e9tablir des objectifs<\/strong> de suppression et <strong>d\u2019estimer le temps<\/strong> n\u00e9cessaire \u00e0 la r\u00e9alisation de ce travail.<\/p>\n<hr \/>\n<p><strong>4. <span style=\"color: #ff0000;\">D\u00e9terminer les crit\u00e8res d\u2019analyse des r\u00e9sultats d\u00e9tect\u00e9s<\/span><\/strong> en \u00e9tablissant un document de r\u00e9f\u00e9rence comprenant les <strong>informations suivantes pour chaque produit<\/strong> :<\/p>\n<ul>\n<li>La description et les visuels ;<\/li>\n<li>Les prix de vente par zone g\u00e9ographique ;<\/li>\n<li>La <strong>\u00ab\u00a0liste blanche\u00a0\u00bb<\/strong> (White List)\u00a0: nous conseillons de <strong>lister<\/strong> pr\u00e9cis\u00e9ment les vendeurs autoris\u00e9s en indiquant si possible les identifiants utilis\u00e9s par ceux-ci sur chaque plateforme. Cette <strong>\u00ab\u00a0liste blanche\u00a0\u00bb<\/strong>permettra d\u2019exclure des r\u00e9sultats les annonces post\u00e9es par votre r\u00e9seau autoris\u00e9. Rappelons que cette <strong>liste est \u00e9volutive<\/strong> et qu\u2019elle s\u2019\u00e9toffera au fur et \u00e0 mesure des d\u00e9tections analys\u00e9es, ce qui vous permettra d\u2019obtenir une vue de plus en plus fine de votre r\u00e9seau de distribution sur Internet\u00a0;<\/li>\n<li>La <strong>\u00ab\u00a0liste noire\u00a0\u00bb<\/strong> (Black List) des <strong>vendeurs d\u00e9j\u00e0 identifi\u00e9s comme contrevenants<\/strong> et\/ou non autoris\u00e9s\u00a0;<\/li>\n<\/ul>\n<p>Tout ce qui n\u2019appartiendra pas \u00e0 la liste blanche ou \u00e0 la liste noire donnera lieu \u00e0 l\u2019\u00e9tablissement d\u2019une troisi\u00e8me liste, dite \u00ab\u00a0<strong>liste grise<\/strong>\u00a0\u00bb qui fera l\u2019objet d\u2019une <strong>attention accrue lors de l\u2019examen des d\u00e9tections par les analystes<\/strong>. La <strong>recherche d\u2019identit\u00e9 des vendeurs<\/strong> repr\u00e9sentera une grande partie du temps consacr\u00e9 \u00e0 la constitution de cette liste.<\/p>\n<hr \/>\n<p><strong>5. <span style=\"color: #ff0000;\">D\u00e9finir les priorit\u00e9s de suppression des annonces frauduleuses<\/span>\u00a0<\/strong>: bien souvent, elles reposent sur la liste des produits \u00ab\u00a0best-seller\u00a0\u00bb pour lesquels il faut concentrer tous les efforts de budget.<\/p>\n<hr \/>\n<p><strong>6. <span style=\"color: #ff0000;\">D\u00e9cider du calendrier de lancement de la surveillance<\/span><\/strong>. Certaines dates du calendrier sont cruciales pour les ventes (Black Friday, No\u00ebl, Saint-Valentin\u2026). Nous conseillons donc de lancer le travail de d\u00e9tection et de suppression suffisamment en amont de ces <strong>dates cl\u00e9s<\/strong> afin de r\u00e9aliser un <strong>nettoyage<\/strong> m\u00e9ticuleux des principales plateformes sur lesquelles est r\u00e9alis\u00e9e une part importante de votre chiffre d\u2019affaires en ligne dans la zone g\u00e9ographique donn\u00e9e.<\/p>\n<hr \/>\n<p><strong>7. <span style=\"color: #ff0000;\">Rassembler l\u2019ensemble des documents juridiques indispensables<\/span><\/strong> qui permettront de justifier les notifications des tiers\u00a0:<\/p>\n<ul>\n<li><strong>La liste des marques <\/strong>enregistr\u00e9es par territoire, accompagn\u00e9es des <strong>certificats d&rsquo;enregistrement.\u00a0<\/strong> Notons que si vous disposez d\u2019autres droits de propri\u00e9t\u00e9 intellectuelle, pr\u00e9voir de fournir \u00e9galement leurs certificats d\u2019enregistrement,<\/li>\n<li><strong>L\u2019extrait KBIS<\/strong> de votre entreprise, y compris sa <strong>traduction asserment\u00e9e en anglais<\/strong>,<\/li>\n<li><strong>Un \u00ab\u00a0Pouvoir pour agir\u00a0\u00bb<\/strong> sign\u00e9, dit POA, dans lequel vous autorisez votre prestataire \u00e0 faire valoir vos droits sur les marques surveill\u00e9es. EBRAND peut vous fournir un mod\u00e8le,<\/li>\n<li><strong>Une d\u00e9claration de copyright<\/strong>: il s\u2019agit d\u2019une d\u00e9claration sign\u00e9e dans laquelle le demandeur d\u00e9clare <strong>d\u00e9tenir les droits exclusifs<\/strong> des informations (images, photos, logos, textes\u2026) publi\u00e9es sur les sites officiels des marques surveill\u00e9es. EBRAND peut vous fournir un mod\u00e8le.<\/li>\n<li><strong>Une d\u00e9claration sign\u00e9e<\/strong> pr\u00e9cisant, le cas \u00e9ch\u00e9ant, l\u2019existence d\u2019un <strong>r\u00e9seau de distribution s\u00e9lective<\/strong> et de l\u2019interdiction des ventes hors de ce r\u00e9seau (si cette clause est applicable).<\/li>\n<\/ul>\n<hr \/>\n<p><strong>8. <span style=\"color: #ff0000;\">Composer votre \u00ab\u00a0Task Force\u00a0\u00bb<\/span><\/strong>. Il s\u2019agit de r\u00e9unir une \u00e9quipe de professionnels autour de votre projet de lutte anti-contrefa\u00e7on\u00a0:<\/p>\n<ul>\n<li><strong>En interne<\/strong>, les juristes sp\u00e9cialis\u00e9s en Propri\u00e9t\u00e9 Intellectuelle, les directeurs commerciaux et chefs de produit des zones g\u00e9ographiques concern\u00e9es,<\/li>\n<li><strong>En externe<\/strong>, les consultants sp\u00e9cialis\u00e9s en d\u00e9tection des infractions sur Internet.<\/li>\n<\/ul>\n<hr \/>\n<p><strong>9. <span style=\"color: #ff0000;\">Lister les personnes habilit\u00e9es \u00e0 authentifier une annonce<\/span><\/strong>\u00a0(noms, pr\u00e9noms, fonction, t\u00e9l\u00e9phone et adresses email) en cas de doute lors de l\u2019analyse et \u00e0 se connecter \u00e0 la plateforme de surveillance.<\/p>\n<hr \/>\n<p><strong>10. <span style=\"color: #ff0000;\">Pr\u00e9voir une r\u00e9union mensuelle<\/span><\/strong> pour faire le bilan des r\u00e9sultats de d\u00e9tection par rapport aux objectifs fix\u00e9s, \u00e9changer sur les cas particuliers et r\u00e9ajuster la strat\u00e9gie en fonction de l\u2019actualit\u00e9 commerciale de l\u2019entreprise.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>L&rsquo;\u00e9quipe d&rsquo;EBRAND est \u00e0 votre \u00e9coute et peut vous accompagner pendant toutes les \u00e9tapes de ce processus de r\u00e9flexion strat\u00e9gique. En cliquant sur ce <a href=\"https:\/\/ebrandservices.fr\/qui-sommes-nous\/notre-equipe\/\">lien<\/a>, vous trouverez les coordonn\u00e9es de nos experts.\u00a0<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><em>Par Raphael TESSIER et Sophie AUDOUSSET pour EBRAND France.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Vous souhaitez mettre en place une solution technique pour d\u00e9tecter les ventes illicites sur les sites de e-commerce, les places de march\u00e9 ou les r\u00e9seaux sociaux\u00a0? Voici les 10 \u00e9tapes \u00e0 suivre pour d\u00e9ployer votre strat\u00e9gie. &nbsp; Sans doute peut-il \u00eatre utile de rappeler qu\u2019une strat\u00e9gie de lutte anti-contrefa\u00e7on v\u00e9ritablement efficace repose sur une [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":41428,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[900,901],"tags":[],"class_list":["post-21504","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contrefacon","category-places-de-marche"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>10 \u00e9tapes pour une surveillance anti-contrefa\u00e7on efficace - EBRAND<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez les 10 \u00e9tapes pour d\u00e9ployer une strat\u00e9gie de surveillance anti-contrefa\u00e7on et d\u00e9tecter les ventes illicites sur les sites e-commerce.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ebrand.com\/fr\/blog\/10-etapes-pour-mettre-en-place-une-surveillance-anti-contrefacon\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"10 \u00c9TAPES POUR METTRE EN PLACE UNE SURVEILLANCE ANTI-CONTREFA\u00c7ON\" \/>\n<meta property=\"og:description\" content=\"D\u00e9couvrez les 10 \u00e9tapes pour d\u00e9ployer une strat\u00e9gie de surveillance anti-contrefa\u00e7on et d\u00e9tecter les ventes illicites sur les sites e-commerce.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ebrand.com\/fr\/blog\/10-etapes-pour-mettre-en-place-une-surveillance-anti-contrefacon\/\" \/>\n<meta property=\"og:site_name\" content=\"EBRAND\" \/>\n<meta property=\"article:published_time\" content=\"2022-01-27T13:53:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-10T12:31:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ebrand.com\/wp-content\/uploads\/2022\/01\/Solution.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"510\" \/>\n\t<meta property=\"og:image:height\" content=\"312\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pierre Berecz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pierre Berecz\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ebrand.com\\\/fr\\\/blog\\\/10-etapes-pour-mettre-en-place-une-surveillance-anti-contrefacon\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ebrand.com\\\/fr\\\/blog\\\/10-etapes-pour-mettre-en-place-une-surveillance-anti-contrefacon\\\/\"},\"author\":{\"name\":\"Pierre Berecz\",\"@id\":\"https:\\\/\\\/ebrand.com\\\/fr\\\/#\\\/schema\\\/person\\\/5135b414744106b1e8a8e81096553578\"},\"headline\":\"10 \u00c9TAPES POUR METTRE EN PLACE UNE SURVEILLANCE ANTI-CONTREFA\u00c7ON\",\"datePublished\":\"2022-01-27T13:53:06+00:00\",\"dateModified\":\"2024-12-10T12:31:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ebrand.com\\\/fr\\\/blog\\\/10-etapes-pour-mettre-en-place-une-surveillance-anti-contrefacon\\\/\"},\"wordCount\":1023,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/ebrand.com\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ebrand.com\\\/fr\\\/blog\\\/10-etapes-pour-mettre-en-place-une-surveillance-anti-contrefacon\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ebrand.com\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/Solution.jpg\",\"articleSection\":[\"Contrefa\u00e7on\",\"Places de march\u00e9\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/ebrand.com\\\/fr\\\/blog\\\/10-etapes-pour-mettre-en-place-une-surveillance-anti-contrefacon\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ebrand.com\\\/fr\\\/blog\\\/10-etapes-pour-mettre-en-place-une-surveillance-anti-contrefacon\\\/\",\"url\":\"https:\\\/\\\/ebrand.com\\\/fr\\\/blog\\\/10-etapes-pour-mettre-en-place-une-surveillance-anti-contrefacon\\\/\",\"name\":\"10 \u00e9tapes pour une surveillance anti-contrefa\u00e7on efficace - 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