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大卫·贝克汉姆如何成为一个品牌 – 译学馆
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大卫·贝克汉姆如何成为一个品牌

How David Beckham Became a Brand

贝克汉姆在2016年造访亚马逊时
When David Beckham visited the Amazon in 2016
他说这是世上少数几个
he said it was one of the only places
没人认识他的地方之一
in the world he hadn’t been recognized.
对于一个几乎到所有地方都受到欢迎的人来说
And that’s pretty unusual for someone who gets this type
这种感觉非比寻常
of reception almost everywhere he goes.
踢足球 像大卫·贝克汉姆那样
To play soccer, like David Beckham
这是一个关于大卫·贝克汉姆如何成为
This is the story of how David Beckham became one
世界上最有知名度的品牌之一的故事
of the most recognizable brands in the world.
尽管他五年前就退役了
Even though he retired from soccer five years ago,
他的形象仍然前所未有的强大
David Beckham’s image is still as powerful as ever.
贝克汉姆一家预估身价4.5亿美元
The Beckhams have an estimated net worth of $450 million,
此外 他们有大多数品牌梦寐以求的影响力
but more than that they have an influence most brands dream of.
我想 我们无法估计出
I don’t think we could understate how
自己看过多少次贝克汉姆的身影了
many times we’ve seen David Beckham’s image and
以及通过曝光 我们对他的印象有多深刻
how much, by sheer repetition, it’s been printed on our minds.
罗伯特·威廉是布鲁贝葛驻扎巴黎的奢侈品和零售记者
Robert Williams is Bloomberg’s luxury andretail reporter based in Paris.
从机场广告牌到电视广告再到杂志封面广告
From airport billboards to TV commercials to glossy magazine ads,
这就是一个经多年打造的
it’s just an effect
的显著效果
of recognisability that’s been built up over the years.
人们认为我有很多的品牌
People assume that I’ve got so many brands,
其实并没有
but I actually haven’t.
我们是有一些品牌
We’ve got quite a few.
这些品牌包括了一些基础产品和合作伙伴
Those few make up a wide base of products and partnerships
有威士忌 表 慈善基金还有许多
including whisky, watches, charities and more.
另一件关于贝克汉姆品牌的事是
The other thing to say about Brand Beckham is
它更像是那个时代的潮流
that it is very much a phenomenon of its time.
安迪.米利根 一个品牌顾问 同时是《贝克汉姆品牌》一书的作者
Andy Milligan is a brand consultant who wrote the book on Brand Beckham.
名人能以一种更有效的方式成为品牌
Celebrities can become brands in a very potent way,
有时它比传统产品更有意义 更有关联
sometimes in a more meaningful and relevant way
因为名人品牌的核心
than traditional products becauseat the heart of a personality brand
是历久弥新的 不断进化的人类足记
there is a human story which is constantly fascinating and evolving.
贝克汉姆不仅是在销售自己
And Beckham isn’t just selling himself,
他的整个家庭都在其中
his whole family is part of the story.
维多利亚·贝克汉姆创办了一个广受好评的时尚奢侈品牌
Victoria Beckham has created a criticallyacclaimed luxury fashion label.
2017年 她从高盛得到一笔
In 2017 she received a $ 40 million investment
4亿美元的投资
from a former Goldman Sachs banker,
高盛对其估值约一亿三千万美元
valuing the business at around $130 million.
维多利亚为他们夫妻俩设立了这个步调
Victoria set the pace
并把自己定位成一名企业家
for this couple and really positioning herself as an entrepreneur
而不仅仅是一个模特或是代言人
and not just as a model or someone who does endorsements.
贝克汉姆的孩子也成为品牌的一部分
The Beckham children are part of the brand too.
包括模特签约和书籍签售
As well as modelling contracts and book deals,
每个孩子的名字都是商标
each child’s name is trademarked
这意味着只有贝克汉姆一家可以把他们的名字用在商品上
which means only the Beckham’s can use their names on products.
这所有的一切
All of this is a contrast to David
都与大卫·贝克汉姆在伦敦东部度过的普通童年形成对照
Beckham’s own modest childhood growing up in east London.
尽管从未拿来和贝利与马拉多纳的类似经历做类比
Though never compared to the likes of Pelé or Maradona,
但正是贝克汉姆的个人努力让他在早早地脱颖而出
it was Beckham’s drive which made him stand out early on.
他靠自己 争取到一家
He went and got for himself one
最负盛名的运动销售公司
of the most prestigious sports marketing companies,
用户包括像阿兰·希勒和迈克尔·欧文这样的人
whose clients in those days included people like Alan Shearer and Michael Owen,
都是非常高调的足球运动员
very high profile footballers.
他早年就认识他们
He got them at an early stage
我认为这是他规划的第一步
in his life and I think that was the first sign of intent.
像所有的励志故事一样 时间是关键
And like all good success stories, timingwas key.
贝克汉姆19岁时初次亮相在曼联
Beckham made his league debut for Manchester United when he was 19.
就在几年前
Just a few years earlier the establishment
英格兰足球超级联赛的建立
of the English Premier League had created
使得国内外观众数量显著增加
a significant increase in viewership bothat home and abroad.
他恰巧赶上了天时地利人和
He just happened to be the right man at the right time.
如果他再早十年踢足球
If he’d been in football even 10 years earlier,
我确信他也会成功
I’m sure he would have been successful but
但不会有
he wouldn’t have had nowhere
他在九十年代那样的影响力
near the opportunities to make such an impact as he did during the’90s.
贝克汉姆很快意识到他可以用自己的形象创造价值
Beckham quickly realized he could create value with his image.
在2002年被问及为什么合同谈判耗时那么久
In 2002 when asked why contract negotiations were taking so long,
他用一件事来回答
he put it down to one
——肖像权
thing – image rights –
由俱乐部付钱 来使用任何有关贝克汉姆品牌
payments made by the club for the right to use anything related
的权利
to the Beckham brand –
他的名字 相貌 甚至他踢球的方式
his name, face, even the way he kicked a ball.
虽然他不是第一个有这些收入的足球运动员
While he wasn’t the first footballer to receive such payments,
但他的收益十分可观
the earnings were significant
加上代言费 他成为了世界上收入最高的足球运动员
and alongside his endorsements made him the world’s highest paid soccer player. Photographer:
摄影师:大卫 看左边
David just to your left.
这就是Andy所说的“赚一辈子”
This was all part of what Andy calls the” earn
的典型代表
till you burn” model.
他试着在退休之前多存钱
Trying to bank as much money as possible beforeretirement.
他和发型品牌Brylcreem的首次合作 价值一百万英镑
His first deal with hairstyling brand Brylcreemwas worth £1 million
并且使使销售额激增50%
and created a 50% surge in sales. Photographer:
摄影师:坐直了 大卫
Sit up straight, David.
[笑声]
[Laughs]
此后 他和很多国际品牌合作 例如百事可乐
This was followed by deals with more global brands like Pepsi,
阿迪达斯和吉列
Adidas and Gillette.
有别于其他足球运动员
Unlike other footballers he also extended his image
大卫把他的形象扩展到了球场之外
beyond the pitch too – including
包括在2007年引发热议的
a £20 million deal
价值两千万英镑的和阿玛尼的合约
with Armani in 2007 which attracted a great deal of attention.
他是块稀世珍宝 既可以在赛场上血拼
It is a rare man who can be that tough
同时还有着自己的内衣产业
on the field and also have his own line of underwear.
[笑声]
[Laughs]
他早年在事业上冒了很大的风险
He took a big risk early in his career
因为他显示出了对时尚的兴趣
by showing his interest in fashion, his willingness
以及在当时的一些雷人装扮
to be a bit daring with his look at a time
当时 那些并不符合一个阳刚的模特的形象
when that wasn’t necessarily attached to masculine role models.
在当时 运动员并不会用自己的形象去冒险
It’s not something that athletes were willing to risk their image on before.
贝克汉姆品牌
It’s come down to three consistent things
划分为三个连续的部分
through which the Beckham brand is delivered.
即足球 时尚 还有我称之为感觉很好
It’s football, it’s fashion, and I’d callit, it’s feel good
但他需要承担风险
but he takes risks inside those.
这些风险看样子也值了
The risks seems to have paid off.
贝克汉姆在退休之后的几年里挣了四千五百万
A couple of years after his retirement, Beckhamearned £45 million.
这比他足球生涯最后一年的酬劳
That was more than 13 times as much
的十三倍还多
as he was paid in his last year as a footballer and
除了迈克尔·乔丹 比之前的任何运动员都高
more than any former athlete in the world apart from Michael Jordan.
但是足球始终是焦点
But football is still the focus.
经证实
It’s been confirmed
大卫 · 贝克汉姆要在迈阿密创办一家足球专销商
that David Beckham is to start a soccer franchise in Miami.
在2007年他转往洛杉矶银河队期间
During his move to LA Galaxy
合同中包括一项 他可以在职业生涯结束之际
in 2007 his contract included the option for him to buy a
以二百五十万美金买下美国职业足球大联盟一支球队的权利
Major League Soccer team for $ 25 million at the end of his career.
这个合同就像天上掉馅饼 现在这个费用可比当年高出六倍
A smart deal sweetener now that expansion teams cost six times that.
今天 你们让我梦想成真
Today you made my dream come true.
这一切保证了贝克汉姆的品牌得以在
And all of this secures Beckham’s brand exposure
可预见的未来里曝光于足球界和美国
in soccer and the US for the foreseeable future.
这会建立起一笔贝克汉姆更具影响的财富
There’s a legacy being built there that will survive David Beckham,
实际上
and actually that is
这也是他思考的终极目标
the ultimate testament to the way he’s thinking,
确实也是一些真正优秀的品牌及其拥有者
and indeed, to the way that really good brands
的思考方式
and brand owners think.
也证明了这个品牌并不仅仅是
Proof perhaps that this is a brand that relies
依靠那张帅气的脸蛋
on more than just a pretty face.

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贝克汉姆不仅是杰出的足球运动员,也是时尚界的宠儿。贝克汉姆是如何做到的呢?点开视频,一探究竟!

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