Deauville: how the city is currency its notoriety



Video length: 4 min.

Article written by

A. Jacquet, S. Guillemot, P. Briclot, S. Ripaud, M. Marini

France 3

France Televisions

Some cities monetized their notoriety. They sell their name or sign partnerships with manufacturers of luxury groups, in part to attract tourists. Report in Deauville, for 19/20 of Thursday 3 June.

With its casino and its social cinema festival, Deauville (Calvados) is a symbol of elegance. This beautiful image is also a protected trademark; the brand “Deauville” has in fact been registered. So, at the town hall, phone calls follow one another to hunt down businesses that use his name without his consent. Several hundred products are thus withdrawn from the market each year. “We quite often ask for the name to be withdrawn because it does not correspond to our values ​​in Deauville (…), and things are going quite well. In cases where it is a little more complicated, we can arrive at legal remedies“, Explain Pascal Leblanc, deputy mayor in charge of the Deauville brand.

But sometimes Deauville signs license contracts. The city then authorizes a brand to use its name in exchange for a royalty. And that pays: from 50,000 to 100,000 euros in revenue, depending on the year. “You might think that you are getting richer; not at all, affirms Philippe Augier, mayor (without label) of Deauville. Protecting a brand, from the moment you want to protect it all over the world, costs tens and tens of thousands of euros per year. These are basically attorney fees. If the brand is well exploited, then we can find the royalties that pay this day. ”

In 20 years, Deauville has already signed several dozen licenses. The idea of ​​protecting the image and the name of his city is gaining ground in other cities of France, such as Paris, Bordeaux (Gironde), Marseille (Bouches-du-Rhône), Rennes (Ille-et-Vilaine) , Vichy (Allier) or even Saint-Tropez (Var). Vendôme (Loir-et-Cher) went further, and even decided to sell its brand to the luxury group LVMH.

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