{
  "dataset": "Panel ELMARQ · 42 marques publiques",
  "grille": "https://elmarq.fr/grille",
  "date_extraction": "2026-07-02",
  "source": "https://elmarq.fr/analyses",
  "licence": "Donnée propriétaire ELMARQ, citation autorisée avec attribution : Panel ELMARQ, https://elmarq.fr/analyses",
  "statistiques": {
    "n": 42,
    "score_median": 76,
    "score_moyen": 64.7,
    "score_min": 6,
    "score_max": 95,
    "verdicts": {
      "exemplaire": 23,
      "mixte": 11,
      "contre_doctrinal": 8
    },
    "moyenne_contre_doctrinaux": 15.4,
    "remplacement_signes_strategie_dabord_mediane": 76,
    "remplacement_signes_creation_dabord_mediane": 13.5,
    "ecart_median_familles": 62.5
  },
  "note_classification": "famille_sequence applique le critère 1 de la Grille ELMARQ v1.0 aux seules opérations de remplacement de signes majeurs (nom, logo principal, identité complète). Valeurs : strategie_dabord, creation_dabord, non_applicable.",
  "marques": [
    {
      "marque": "Patagonia",
      "slug": "patagonia",
      "score": 95,
      "verdict": "exemplaire",
      "segment": "Référents internationaux",
      "secteur": "Outdoor / mode éthique",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/patagonia"
    },
    {
      "marque": "Doctolib",
      "slug": "doctolib",
      "score": 92,
      "verdict": "exemplaire",
      "segment": "Grands groupes",
      "secteur": "Santé numérique",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/doctolib"
    },
    {
      "marque": "LVMH",
      "slug": "lvmh",
      "score": 90,
      "verdict": "exemplaire",
      "segment": "Grands groupes",
      "secteur": "Luxe / portefeuille de marques",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/lvmh"
    },
    {
      "marque": "Liquid Death",
      "slug": "liquid-death",
      "score": 89,
      "verdict": "exemplaire",
      "segment": "Startups",
      "secteur": "Boissons / DTC",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/liquid-death"
    },
    {
      "marque": "Bredin Prat",
      "slug": "bredin-prat",
      "score": 88,
      "verdict": "exemplaire",
      "segment": "Avocats",
      "secteur": "Avocats / corporate",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/bredin-prat"
    },
    {
      "marque": "Duolingo",
      "slug": "duolingo",
      "score": 88,
      "verdict": "exemplaire",
      "segment": "Startups",
      "secteur": "Edtech / application mobile",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/duolingo"
    },
    {
      "marque": "Notion",
      "slug": "notion",
      "score": 87,
      "verdict": "exemplaire",
      "segment": "Startups",
      "secteur": "SaaS productivité",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/notion"
    },
    {
      "marque": "Figma",
      "slug": "figma",
      "score": 87,
      "verdict": "exemplaire",
      "segment": "Startups",
      "secteur": "Design tool / SaaS B2B",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/figma"
    },
    {
      "marque": "Alan",
      "slug": "alan",
      "score": 86,
      "verdict": "exemplaire",
      "segment": "ETI",
      "secteur": "Assurance santé / SaaS B2B",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/alan"
    },
    {
      "marque": "Yuka",
      "slug": "yuka",
      "score": 85,
      "verdict": "exemplaire",
      "segment": "Startups",
      "secteur": "Application mobile / consommation",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/yuka"
    },
    {
      "marque": "Sézane",
      "slug": "sezane",
      "score": 85,
      "verdict": "exemplaire",
      "segment": "PME",
      "secteur": "Mode DTC / made in France",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/sezane"
    },
    {
      "marque": "Le Slip Français",
      "slug": "le-slip-francais",
      "score": 84,
      "verdict": "exemplaire",
      "segment": "PME",
      "secteur": "Textile / DTC",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/le-slip-francais"
    },
    {
      "marque": "Back Market",
      "slug": "back-market",
      "score": 83,
      "verdict": "exemplaire",
      "segment": "ETI",
      "secteur": "E-commerce / circular economy",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/back-market"
    },
    {
      "marque": "Mama Shelter",
      "slug": "mama-shelter",
      "score": 82,
      "verdict": "exemplaire",
      "segment": "Restauration & hôtellerie",
      "secteur": "Hôtellerie / lifestyle",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/mama-shelter"
    },
    {
      "marque": "Mirakl",
      "slug": "mirakl",
      "score": 81,
      "verdict": "exemplaire",
      "segment": "ETI",
      "secteur": "SaaS B2B / marketplace infrastructure",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/mirakl"
    },
    {
      "marque": "Big Mamma Group",
      "slug": "big-mamma",
      "score": 81,
      "verdict": "exemplaire",
      "segment": "Restauration & hôtellerie",
      "secteur": "Restauration / italian dining",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/big-mamma"
    },
    {
      "marque": "Free",
      "slug": "free",
      "score": 80,
      "verdict": "exemplaire",
      "segment": "Grands groupes",
      "secteur": "Télécommunications",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/free"
    },
    {
      "marque": "BlaBlaCar",
      "slug": "blablacar",
      "score": 78,
      "verdict": "exemplaire",
      "segment": "ETI",
      "secteur": "Mobilité / plateforme communautaire",
      "famille_sequence": "strategie_dabord",
      "url": "https://elmarq.fr/analyses/blablacar"
    },
    {
      "marque": "Air France",
      "slug": "air-france",
      "score": 78,
      "verdict": "exemplaire",
      "segment": "Grands groupes",
      "secteur": "Transport aérien",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/air-france"
    },
    {
      "marque": "Qonto",
      "slug": "qonto",
      "score": 78,
      "verdict": "exemplaire",
      "segment": "Startups",
      "secteur": "Fintech / Banque pro",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/qonto"
    },
    {
      "marque": "Décathlon",
      "slug": "decathlon",
      "score": 76,
      "verdict": "exemplaire",
      "segment": "Grands groupes",
      "secteur": "Distribution sport",
      "famille_sequence": "strategie_dabord",
      "url": "https://elmarq.fr/analyses/decathlon"
    },
    {
      "marque": "Giphar",
      "slug": "giphar",
      "score": 76,
      "verdict": "exemplaire",
      "segment": "Pharmaciens",
      "secteur": "Santé / Officine",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/giphar"
    },
    {
      "marque": "Île-de-France Mobilités",
      "slug": "ile-de-france-mobilites",
      "score": 74,
      "verdict": "exemplaire",
      "segment": "Collectivités",
      "secteur": "Mobilité publique",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/ile-de-france-mobilites"
    },
    {
      "marque": "Carrefour",
      "slug": "carrefour",
      "score": 72,
      "verdict": "mixte",
      "segment": "Grands groupes",
      "secteur": "Grande distribution",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/carrefour"
    },
    {
      "marque": "TotalEnergies",
      "slug": "totalenergies",
      "score": 70,
      "verdict": "mixte",
      "segment": "Grands groupes",
      "secteur": "Énergie",
      "famille_sequence": "strategie_dabord",
      "url": "https://elmarq.fr/analyses/totalenergies"
    },
    {
      "marque": "Aircall",
      "slug": "aircall",
      "score": 70,
      "verdict": "mixte",
      "segment": "Startups",
      "secteur": "SaaS / Communication d'entreprise",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/aircall"
    },
    {
      "marque": "Pharmacie Lafayette",
      "slug": "pharmacie-lafayette",
      "score": 68,
      "verdict": "mixte",
      "segment": "Pharmaciens",
      "secteur": "Officine / pharmacie",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/pharmacie-lafayette"
    },
    {
      "marque": "E.Leclerc",
      "slug": "e-leclerc",
      "score": 66,
      "verdict": "mixte",
      "segment": "Grands groupes",
      "secteur": "Grande distribution",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/e-leclerc"
    },
    {
      "marque": "Welcoop",
      "slug": "welcoop",
      "score": 64,
      "verdict": "mixte",
      "segment": "Pharmaciens",
      "secteur": "Santé / Coopérative officinale",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/welcoop"
    },
    {
      "marque": "Sanofi",
      "slug": "sanofi",
      "score": 62,
      "verdict": "mixte",
      "segment": "Grands groupes",
      "secteur": "Santé / Pharma",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/sanofi"
    },
    {
      "marque": "BNP Paribas",
      "slug": "bnp-paribas",
      "score": 58,
      "verdict": "mixte",
      "segment": "Grands groupes",
      "secteur": "Banque / Finance",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/bnp-paribas"
    },
    {
      "marque": "Duralex",
      "slug": "duralex",
      "score": 54,
      "verdict": "mixte",
      "segment": "PME",
      "secteur": "Verrerie / arts de la table",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/duralex"
    },
    {
      "marque": "Burberry",
      "slug": "burberry",
      "score": 48,
      "verdict": "mixte",
      "segment": "Référents internationaux",
      "secteur": "Luxe / mode",
      "famille_sequence": "creation_dabord",
      "url": "https://elmarq.fr/analyses/burberry"
    },
    {
      "marque": "TP (ex-Teleperformance)",
      "slug": "tp-teleperformance",
      "score": 40,
      "verdict": "mixte",
      "segment": "Grands groupes",
      "secteur": "Services aux entreprises / relation client externalisée",
      "famille_sequence": "creation_dabord",
      "url": "https://elmarq.fr/analyses/tp-teleperformance"
    },
    {
      "marque": "ParaShop",
      "slug": "parashop",
      "score": 38,
      "verdict": "contre_doctrinal",
      "segment": "Pharmaciens",
      "secteur": "Parapharmacie / Retail santé",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/parashop"
    },
    {
      "marque": "SNCF Connect",
      "slug": "sncf-connect",
      "score": 22,
      "verdict": "contre_doctrinal",
      "segment": "Collectivités",
      "secteur": "Mobilité publique / digital",
      "famille_sequence": "creation_dabord",
      "url": "https://elmarq.fr/analyses/sncf-connect"
    },
    {
      "marque": "Jennyfer",
      "slug": "jennyfer",
      "score": 15,
      "verdict": "contre_doctrinal",
      "segment": "ETI",
      "secteur": "Prêt-à-porter / fast fashion",
      "famille_sequence": "creation_dabord",
      "url": "https://elmarq.fr/analyses/jennyfer"
    },
    {
      "marque": "BHV Marais",
      "slug": "bhv-marais",
      "score": 14,
      "verdict": "contre_doctrinal",
      "segment": "Grands groupes",
      "secteur": "Grande distribution / grand magasin",
      "famille_sequence": "non_applicable",
      "url": "https://elmarq.fr/analyses/bhv-marais"
    },
    {
      "marque": "Jaguar",
      "slug": "jaguar-2024",
      "score": 12,
      "verdict": "contre_doctrinal",
      "segment": "Référents internationaux",
      "secteur": "Automobile / luxe",
      "famille_sequence": "creation_dabord",
      "url": "https://elmarq.fr/analyses/jaguar-2024"
    },
    {
      "marque": "X (ex-Twitter)",
      "slug": "x-twitter",
      "score": 8,
      "verdict": "contre_doctrinal",
      "segment": "Référents internationaux",
      "secteur": "Plateforme sociale / média",
      "famille_sequence": "creation_dabord",
      "url": "https://elmarq.fr/analyses/x-twitter"
    },
    {
      "marque": "Tropicana",
      "slug": "tropicana-2009",
      "score": 8,
      "verdict": "contre_doctrinal",
      "segment": "Grands groupes",
      "secteur": "Food & Beverages",
      "famille_sequence": "creation_dabord",
      "url": "https://elmarq.fr/analyses/tropicana-2009"
    },
    {
      "marque": "GAP (rebrand 2010)",
      "slug": "gap-2010",
      "score": 6,
      "verdict": "contre_doctrinal",
      "segment": "Référents internationaux",
      "secteur": "Retail / mode",
      "famille_sequence": "creation_dabord",
      "url": "https://elmarq.fr/analyses/gap-2010"
    }
  ]
}