{"id":108,"date":"2026-07-09T11:27:44","date_gmt":"2026-07-09T09:27:44","guid":{"rendered":"https:\/\/www.expercia.fr\/formation\/?page_id=108"},"modified":"2026-08-28T18:24:07","modified_gmt":"2026-08-28T16:24:07","slug":"evaluations-des-positions-contractuelles-et-des-marques","status":"publish","type":"page","link":"https:\/\/www.expercia.fr\/formation\/evaluations-des-positions-contractuelles-et-des-marques\/","title":{"rendered":"\u00c9valuations des positions contractuelles et des marques"},"content":{"rendered":"[vc_row type=\u00a0\u00bbfull_width_background\u00a0\u00bb full_screen_row_position=\u00a0\u00bbmiddle\u00a0\u00bb column_margin=\u00a0\u00bb60px\u00a0\u00bb column_direction=\u00a0\u00bbdefault\u00a0\u00bb column_direction_tablet=\u00a0\u00bbdefault\u00a0\u00bb column_direction_phone=\u00a0\u00bbdefault\u00a0\u00bb bg_color=\u00a0\u00bb#071C43&Prime; scene_position=\u00a0\u00bbcenter\u00a0\u00bb top_padding=\u00a0\u00bb60&Prime; bottom_padding=\u00a0\u00bb30&Prime; text_color=\u00a0\u00bblight\u00a0\u00bb text_align=\u00a0\u00bbcenter\u00a0\u00bb row_border_radius=\u00a0\u00bbnone\u00a0\u00bb row_border_radius_applies=\u00a0\u00bbbg\u00a0\u00bb row_position_desktop=\u00a0\u00bbdefault\u00a0\u00bb row_position_tablet=\u00a0\u00bbinherit\u00a0\u00bb row_position_phone=\u00a0\u00bbinherit\u00a0\u00bb overflow=\u00a0\u00bbvisible\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3&Prime; 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width=\u00a0\u00bb1\/1&Prime; tablet_width_inherit=\u00a0\u00bbdefault\u00a0\u00bb animation_type=\u00a0\u00bbdefault\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb border_type=\u00a0\u00bbsimple\u00a0\u00bb column_border_width=\u00a0\u00bbnone\u00a0\u00bb column_border_style=\u00a0\u00bbsolid\u00a0\u00bb][vc_column_text css=\u00a0\u00bb\u00a0\u00bb text_direction=\u00a0\u00bbdefault\u00a0\u00bb]\n<p style=\"text-align: center;\"><span style=\"color: #ff6600;\"><strong>FORMATIONS \u00b7 FINANCE &amp; VALORISATION D&rsquo;ENTREPRISES\u00a0<\/strong><\/span><\/p>\n[\/vc_column_text][nectar_highlighted_text highlight_color=\u00a0\u00bb#F26B21&Prime; style=\u00a0\u00bbnone\u00a0\u00bb text_direction=\u00a0\u00bbdefault\u00a0\u00bb custom_font_size=\u00a0\u00bb3em\u00a0\u00bb]\n<h1 style=\"text-align: center;\">\u00c9valuation des positions contractuelles &amp; des marques<\/h1>\n[\/nectar_highlighted_text][vc_column_text css=\u00a0\u00bb\u00a0\u00bb text_direction=\u00a0\u00bbdefault\u00a0\u00bb]\n<p style=\"text-align: center;\">Identifier, valoriser et d\u00e9fendre l\u2019\u00e9valuation d\u2019actifs incorporels strat\u00e9giques, en ma\u00eetrisant les m\u00e9thodes applicables aux marques, contrats, licences, concessions et autres positions contractuelles.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=\u00a0\u00bbfull_width_background\u00a0\u00bb full_screen_row_position=\u00a0\u00bbmiddle\u00a0\u00bb column_margin=\u00a0\u00bb60px\u00a0\u00bb column_direction=\u00a0\u00bbdefault\u00a0\u00bb column_direction_tablet=\u00a0\u00bbdefault\u00a0\u00bb column_direction_phone=\u00a0\u00bbdefault\u00a0\u00bb bg_color=\u00a0\u00bb#071C43&Prime; 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background_hover_color_opacity=\u00a0\u00bb1&Prime; column_backdrop_filter=\u00a0\u00bbnone\u00a0\u00bb column_shadow=\u00a0\u00bbnone\u00a0\u00bb column_border_radius=\u00a0\u00bbnone\u00a0\u00bb column_link_target=\u00a0\u00bb_self\u00a0\u00bb column_position=\u00a0\u00bbdefault\u00a0\u00bb gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3&Prime; width=\u00a0\u00bb2\/3&Prime; tablet_width_inherit=\u00a0\u00bbdefault\u00a0\u00bb animation_type=\u00a0\u00bbdefault\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb border_type=\u00a0\u00bbsimple\u00a0\u00bb column_border_width=\u00a0\u00bbnone\u00a0\u00bb column_border_style=\u00a0\u00bbsolid\u00a0\u00bb][vc_column_text css=\u00a0\u00bb\u00a0\u00bb text_direction=\u00a0\u00bbdefault\u00a0\u00bb]\n<h2>Objectifs p\u00e9dagogiques<\/h2>\n<p class=\"isSelectedEnd\"><span style=\"color: #808080;\">L\u2019objectif principal de cette formation est de former les experts \u00e0 l\u2019\u00e9valuation de deux grandes cat\u00e9gories d\u2019actifs incorporels : les positions contractuelles et les marques.<\/span><\/p>\n<p class=\"isSelectedEnd\"><span style=\"color: #808080;\">Ces actifs, souvent d\u00e9terminants dans la valeur globale d\u2019une entreprise, n\u00e9cessitent une approche rigoureuse, \u00e0 la fois juridique, \u00e9conomique et financi\u00e8re. Leur \u00e9valuation intervient dans des contextes vari\u00e9s : acquisition, cession, contentieux, allocation du prix d\u2019acquisition, tests de d\u00e9pr\u00e9ciation ou communication financi\u00e8re.<\/span><\/p>\n<p><span style=\"color: #808080;\">La formation vise \u00e0 :<\/span><\/p>\n<ul>\n<li>Comprendre la nature juridique et \u00e9conomique des positions contractuelles et des marques en tant qu\u2019actifs \u00e9valuables ;<\/li>\n<li>Identifier les situations dans lesquelles une marque, un bail, une licence, une concession ou un contrat client peut constituer un actif incorporel valorisable ;<\/li>\n<li>Ma\u00eetriser les principales m\u00e9thodes d\u2019\u00e9valuation applicables aux actifs incorporels ;<\/li>\n<li>Identifier les param\u00e8tres cl\u00e9s d\u2019une \u00e9valuation ;<\/li>\n<li>Adapter la m\u00e9thodologie au contexte de l\u2019\u00e9valuation ;<\/li>\n<li>Contr\u00f4ler la coh\u00e9rence des r\u00e9sultats obtenus et documenter une \u00e9valuation conforme aux standards professionnels.<\/li>\n<\/ul>\n<p><em><span style=\"color: #808080;\">Un focus particulier est mis sur l\u2019\u00e9valuation des actifs incorporels dans le cadre des op\u00e9rations d\u2019acquisition, notamment les allocations de prix d\u2019acquisition, ainsi que sur les probl\u00e9matiques de d\u00e9pr\u00e9ciation. La formation s\u2019appuie sur des cas pratiques sectoriels et des situations professionnelles concr\u00e8tes.<\/span><\/em>[\/vc_column_text][\/vc_column][vc_column column_padding=\u00a0\u00bbpadding-3-percent\u00a0\u00bb column_padding_tablet=\u00a0\u00bbinherit\u00a0\u00bb column_padding_phone=\u00a0\u00bbinherit\u00a0\u00bb column_padding_position=\u00a0\u00bball\u00a0\u00bb column_element_direction_desktop=\u00a0\u00bbdefault\u00a0\u00bb column_element_spacing=\u00a0\u00bbdefault\u00a0\u00bb desktop_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb tablet_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb phone_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bb#F7F3EC\u00a0\u00bb background_color_opacity=\u00a0\u00bb1&Prime; background_hover_color_opacity=\u00a0\u00bb1&Prime; column_backdrop_filter=\u00a0\u00bbnone\u00a0\u00bb column_shadow=\u00a0\u00bbnone\u00a0\u00bb column_border_radius=\u00a0\u00bb10px\u00a0\u00bb column_link_target=\u00a0\u00bb_self\u00a0\u00bb column_position=\u00a0\u00bbdefault\u00a0\u00bb gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3&Prime; width=\u00a0\u00bb1\/3&Prime; tablet_width_inherit=\u00a0\u00bbdefault\u00a0\u00bb animation_type=\u00a0\u00bbdefault\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb border_type=\u00a0\u00bbsimple\u00a0\u00bb column_border_width=\u00a0\u00bbnone\u00a0\u00bb column_border_style=\u00a0\u00bbsolid\u00a0\u00bb column_padding_type=\u00a0\u00bbdefault\u00a0\u00bb content_layout=\u00a0\u00bbdefault\u00a0\u00bb gradient_type=\u00a0\u00bbdefault\u00a0\u00bb]<div class=\"iwithtext\"><div class=\"iwt-icon\"> <img decoding=\"async\" src=\"https:\/\/www.expercia.fr\/formation\/wp-content\/uploads\/sites\/2\/2026\/07\/formateur-portrait-marine.svg\" alt=\"\" \/> <\/div><div class=\"iwt-text\"> \n<h3><span style=\"color: #ff6600;\">FORMATEUR\u00a0<\/span><\/h3>\n<h2>Pierre Rigal<\/h2>\n<p>Master 2 IHEDREA \u00b7 Expert immobilier \u00b7 Pr\u00e9sident d&rsquo;Expercia \u00b7 Expert judiciaire<\/p>\n<p><em>Plus de 6000 \u00e9valuations r\u00e9alis\u00e9es sur des dossiers complexes et atypiques.<\/em> <\/div><div class=\"clear\"><\/div><\/div>[\/vc_column][\/vc_row][vc_row type=\u00a0\u00bbfull_width_background\u00a0\u00bb full_screen_row_position=\u00a0\u00bbmiddle\u00a0\u00bb column_margin=\u00a0\u00bb60px\u00a0\u00bb column_direction=\u00a0\u00bbdefault\u00a0\u00bb column_direction_tablet=\u00a0\u00bbdefault\u00a0\u00bb column_direction_phone=\u00a0\u00bbdefault\u00a0\u00bb bg_color=\u00a0\u00bb#F7F3EC\u00a0\u00bb scene_position=\u00a0\u00bbcenter\u00a0\u00bb top_padding=\u00a0\u00bb30&Prime; 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background_hover_color_opacity=\u00a0\u00bb1&Prime; column_backdrop_filter=\u00a0\u00bbnone\u00a0\u00bb column_shadow=\u00a0\u00bbnone\u00a0\u00bb column_border_radius=\u00a0\u00bbnone\u00a0\u00bb column_link_target=\u00a0\u00bb_self\u00a0\u00bb column_position=\u00a0\u00bbdefault\u00a0\u00bb gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3&Prime; width=\u00a0\u00bb1\/2&Prime; tablet_width_inherit=\u00a0\u00bbdefault\u00a0\u00bb animation_type=\u00a0\u00bbdefault\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb border_type=\u00a0\u00bbsimple\u00a0\u00bb column_border_width=\u00a0\u00bbnone\u00a0\u00bb column_border_style=\u00a0\u00bbsolid\u00a0\u00bb][vc_column_text css=\u00a0\u00bb\u00a0\u00bb text_direction=\u00a0\u00bbdefault\u00a0\u00bb]\n<h2>Comp\u00e9tences acquises durant le cursus<\/h2>\n[\/vc_column_text]<div class=\"nectar-fancy-ul\" data-list-icon=\"icon-salient-thin-line\" data-animation=\"false\" data-animation-delay=\"0\" data-color=\"accent-color\" data-spacing=\"default\" data-alignment=\"left\"> \n<ul>\n<li>Qualifier et recenser les actifs incorporels \u00e9valuables ;<\/li>\n<li>Appliquer une m\u00e9thode d\u2019\u00e9valuation adapt\u00e9e \u00e0 une marque, en tenant compte de sa notori\u00e9t\u00e9, de son usage \u00e9conomique et de sa capacit\u00e9 \u00e0 g\u00e9n\u00e9rer des revenus ;<\/li>\n<li>\u00c9valuer une position contractuelle en appr\u00e9ciant les avantages \u00e9conomiques li\u00e9s au contrat ;<\/li>\n<li>Identifier les hypoth\u00e8ses sensibles et contr\u00f4ler la coh\u00e9rence d\u2019une valorisation d\u2019actifs incorporels ;<\/li>\n<li>Int\u00e9grer l\u2019\u00e9valuation des incorporels dans une approche plus globale de la valeur d\u2019entreprise.<\/li>\n<\/ul>\n <\/div>[vc_column_text css=\u00a0\u00bb\u00a0\u00bb text_direction=\u00a0\u00bbdefault\u00a0\u00bb]<strong>Public cible<\/strong><\/p>\n<p>Experts et professionnels souhaitant approfondir leur ma\u00eetrise de l\u2019\u00e9valuation des actifs incorporels. Formation ouverte \u00e0 tous les profils, sans distinction de m\u00e9tier.[\/vc_column_text][vc_column_text css=\u00a0\u00bb\u00a0\u00bb text_direction=\u00a0\u00bbdefault\u00a0\u00bb]<strong>Pr\u00e9requis<\/strong><\/p>\n<p>Disposer de notions de base en \u00e9valuation d\u2019entreprise et en analyse financi\u00e8re. Une connaissance g\u00e9n\u00e9rale des actifs incorporels ou des op\u00e9rations d\u2019acquisition est recommand\u00e9e, sans \u00eatre indispensable.[\/vc_column_text][\/vc_column][vc_column column_padding=\u00a0\u00bbno-extra-padding\u00a0\u00bb column_padding_tablet=\u00a0\u00bbinherit\u00a0\u00bb column_padding_phone=\u00a0\u00bbinherit\u00a0\u00bb column_padding_position=\u00a0\u00bball\u00a0\u00bb flex_gap_desktop=\u00a0\u00bb10px\u00a0\u00bb column_element_direction_desktop=\u00a0\u00bbdefault\u00a0\u00bb column_element_spacing=\u00a0\u00bbdefault\u00a0\u00bb desktop_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb tablet_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb phone_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb background_color_opacity=\u00a0\u00bb1&Prime; background_hover_color_opacity=\u00a0\u00bb1&Prime; column_backdrop_filter=\u00a0\u00bbnone\u00a0\u00bb column_shadow=\u00a0\u00bbnone\u00a0\u00bb column_border_radius=\u00a0\u00bbnone\u00a0\u00bb column_link_target=\u00a0\u00bb_self\u00a0\u00bb column_position=\u00a0\u00bbdefault\u00a0\u00bb gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3&Prime; width=\u00a0\u00bb1\/2&Prime; tablet_width_inherit=\u00a0\u00bbdefault\u00a0\u00bb animation_type=\u00a0\u00bbdefault\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb border_type=\u00a0\u00bbsimple\u00a0\u00bb column_border_width=\u00a0\u00bbnone\u00a0\u00bb column_border_style=\u00a0\u00bbsolid\u00a0\u00bb][vc_column_text css=\u00a0\u00bb\u00a0\u00bb text_direction=\u00a0\u00bbdefault\u00a0\u00bb]\n<h2>Formulaire de pr\u00e9inscription<\/h2>\n[\/vc_column_text][vc_column_text css=\u00a0\u00bb\u00a0\u00bb text_direction=\u00a0\u00bbdefault\u00a0\u00bb]\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f413-o1\" lang=\"fr-FR\" dir=\"ltr\" data-wpcf7-id=\"413\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/formation\/wp-json\/wp\/v2\/pages\/108#wpcf7-f413-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Formulaire de contact\" novalidate=\"novalidate\" data-status=\"init\">\n<fieldset class=\"hidden-fields-container\"><input type=\"hidden\" name=\"_wpcf7\" value=\"413\" \/><input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.1.7\" \/><input type=\"hidden\" name=\"_wpcf7_locale\" value=\"fr_FR\" \/><input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f413-o1\" \/><input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/><input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/><input type=\"hidden\" name=\"_wpcf7_recaptcha_response\" value=\"\" \/>\n<\/fieldset>\n<p><label>Pr\u00e9nom *<br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"prenom\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Votre pr\u00e9nom\" value=\"\" type=\"text\" name=\"prenom\" \/><\/span><\/label><br \/>\n<label>Nom *<br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"nom\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Votre nom\" value=\"\" type=\"text\" name=\"nom\" \/><\/span><\/label><br \/>\n<label>Soci\u00e9t\u00e9<br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"societe\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text\" aria-invalid=\"false\" placeholder=\"Nom de votre soci\u00e9t\u00e9\" value=\"\" type=\"text\" name=\"societe\" \/><\/span><\/label><br \/>\n<label>Adresse e-mail *<br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"email\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Votre adresse e-mail\" value=\"\" type=\"email\" name=\"email\" \/><\/span><\/label><br \/>\n<input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"Je m&#039;informe des prochaines dates\" \/><br \/>\n<span class=\"expf-mention\">En validant ce formulaire, vous acceptez nos <a href=\"https:\/\/www.expercia.fr\/formation\/rgpd\/\" target=\"_blank\" rel=\"noopener\">CGU<\/a>.<\/span>\n<\/p><p style=\"display: none !important;\" class=\"akismet-fields-container\" data-prefix=\"_wpcf7_ak_\"><label>&#916;<textarea name=\"_wpcf7_ak_hp_textarea\" cols=\"45\" rows=\"8\" maxlength=\"100\"><\/textarea><\/label><input type=\"hidden\" id=\"ak_js_1\" name=\"_wpcf7_ak_js\" value=\"204\"\/><script>\ndocument.getElementById( \"ak_js_1\" ).setAttribute( \"value\", ( new Date() ).getTime() );\n<\/script>\n<\/p><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=\u00a0\u00bbfull_width_background\u00a0\u00bb full_screen_row_position=\u00a0\u00bbmiddle\u00a0\u00bb column_margin=\u00a0\u00bb60px\u00a0\u00bb column_direction=\u00a0\u00bbdefault\u00a0\u00bb column_direction_tablet=\u00a0\u00bbdefault\u00a0\u00bb column_direction_phone=\u00a0\u00bbdefault\u00a0\u00bb bg_color=\u00a0\u00bb#F7F3EC\u00a0\u00bb scene_position=\u00a0\u00bbcenter\u00a0\u00bb top_padding=\u00a0\u00bb30&Prime; constrain_group_1=\u00a0\u00bbyes\u00a0\u00bb bottom_padding=\u00a0\u00bb30&Prime; text_color=\u00a0\u00bbdark\u00a0\u00bb text_align=\u00a0\u00bbleft\u00a0\u00bb row_border_radius=\u00a0\u00bbnone\u00a0\u00bb row_border_radius_applies=\u00a0\u00bbbg\u00a0\u00bb row_position_desktop=\u00a0\u00bbdefault\u00a0\u00bb row_position_tablet=\u00a0\u00bbinherit\u00a0\u00bb row_position_phone=\u00a0\u00bbinherit\u00a0\u00bb overflow=\u00a0\u00bbvisible\u00a0\u00bb overlay_strength=\u00a0\u00bb0.3&Prime; gradient_direction=\u00a0\u00bbleft_to_right\u00a0\u00bb shape_divider_position=\u00a0\u00bbbottom\u00a0\u00bb bg_image_animation=\u00a0\u00bbnone\u00a0\u00bb gradient_type=\u00a0\u00bbdefault\u00a0\u00bb shape_type=\u00a0\u00bb\u00a0\u00bb][vc_column column_padding=\u00a0\u00bbno-extra-padding\u00a0\u00bb column_padding_tablet=\u00a0\u00bbinherit\u00a0\u00bb column_padding_phone=\u00a0\u00bbinherit\u00a0\u00bb column_padding_position=\u00a0\u00bball\u00a0\u00bb flex_gap_desktop=\u00a0\u00bb10px\u00a0\u00bb column_element_direction_desktop=\u00a0\u00bbdefault\u00a0\u00bb column_element_spacing=\u00a0\u00bbdefault\u00a0\u00bb desktop_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb tablet_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb phone_text_alignment=\u00a0\u00bbdefault\u00a0\u00bb background_color_opacity=\u00a0\u00bb1&Prime; 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