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  • When David Beckham visited the Amazon in 2016

    當大衛.貝克漢於 2016 年造訪亞馬遜時

  • he said it was one of the only places in the world he hadn't been recognized.

    他說那是全球僅存幾個他還沒有出名的地方之一

  • And that's pretty unusual for someone who gets this type of reception almost everywhere he goes.

    那對於一個幾乎到所有地方都會受到這類歡迎的人來說很不尋常

  • To play soccer, like David Beckham.

    像大衛.貝克漢一樣踢足球

  • This is the story of how David Beckham became one of the most recognizable brands in the world.

    這個故事是有關大衛.貝克漢如何成為世界上其中一個最廣為人知的品牌的故事

  • Even though he retired from soccer five years ago, David Beckham's image is still as powerful as ever.

    即便他在五年前退出了球員生涯,大衛.貝克漢的形象還是前所未有地強大

  • The Beckhams have an estimated net worth of $450 million,

    據估計,貝克漢家族的淨值高達 4 億 5000 萬美金

  • but more than that they have an influence most brands dream of.

    但除此之外,他們還擁有著任何品牌夢寐以求的影響力

  • I don't think we could understate how many times we've seen David Beckham's image

    我不知道我們看過多少次大衛.貝克漢的身影了

  • and how much, by sheer repetition, it's been printed on our minds.

    以及僅僅只是透過多次曝光,這個形象已在我們腦中烙印多深

  • Robert Williams is Bloomberg's luxury and retail reporter based in Paris.

    羅伯.威廉斯是 Bloomberg 駐扎於巴黎的奢侈品和零售記者

  • From airport billboards to TV commercials to glossy magazine ads,

    從機場廣告看板、電視廣告到平滑的雜誌廣告

  • it's just an effect of recognisability that's been built up over the years.

    這就是一種經年累月下來的識別效果

  • People assume that I've got so many brands, but I actually haven't.

    人們認為我已經有了多種品牌,但我其實還沒

  • We've got quite a few.

    我們是有了一些

  • Those few make up a wide base of products and partnerships

    這一些品牌囊括了許多基本的商品和合作夥伴

  • including whisky, watches, charities and more.

    包含威士忌、手錶、慈善基金會和許許多多

  • The other thing to say about Brand Beckham is that it is very much a phenomenon of its time.

    另一件有關貝克漢品牌的事,就是它基本上就是當時的一種風潮

  • Andy Milligan is a brand consultant who wrote the book on Brand Beckham.

    安迪.密立根是一位品牌顧問,同時是《貝克漢品牌》一書的作者

  • Celebrities can become brands in a very potent way, sometimes in a more meaningful and relevant way than traditional products

    名人能夠以一個非常有效的方式成為品牌,有時是比傳統商品更有意義、更有關聯的

  • because at the heart of a personality brand

    因為在一個名人品牌的核心中

  • there is a human story which is constantly fascinating and evolving.

    是一個不斷在演進的、耐人尋味的人類故事

  • And Beckham isn't just selling himself, his whole family is part of the story.

    而貝克漢不只是在行銷自己,他的整個家族都身在其中

  • Victoria Beckham has created a critically acclaimed luxury fashion label.

    維多利亞.貝克漢建立了一個頗具讚譽的奢侈時尚品牌

  • In 2017 she received a $40 million investment from a former Goldman Sachs banker,

    在 2017 年,她收到一筆來自高盛銀行的 4000 萬美金投資額

  • valuing the business at around $130 million.

    估計該企業價值約 1 億 3000 萬

  • Victoria set the pace for this couple and really positioning herself as an entrepreneur

    維多利亞替夫妻倆建立了一種步調,並且將自己定位為企業家

  • and not just as a model or someone who does endorsements.

    而非只是個模特兒或某代言人

  • The Beckham children are part of the brand too.

    貝克漢的孩子同樣也是品牌的一部分

  • As well as modelling contracts and book deals, each child's name is trademarked

    包含模特兒合約和書本簽約,每一個孩子的名字都是商標

  • which means only the Beckhams can use their names on products.

    那表示只有貝克漢一家可以將他們的名字用於商品上

  • All of this is a contrast to David Beckham's own modest childhood growing up in east London.

    這所有的一切都迥異於大衛.貝克漢從小在東倫敦的普通童年

  • Though never compared to the likes of Pelé or Maradona,

    雖然從未被拿來和比利或是馬拉多納的例子做類比

  • it was Beckham's drive which made him stand out early on.

    但正是貝克漢的一己之力使得自己在早年就脫穎而出

  • He went and got for himself one of the most prestigious sports marketing companies,

    他靠自己爭取到了其中一間最具聲譽的運動行銷公司

  • whose clients in those days included people like Alan Shearer and Michael Owen, very high profile footballers.

    在當年,該公司的客戶包含像是阿蘭.希勒和麥可.歐文,都是很高調的足球員

  • He got them at an early stage in his life and I think that was the first sign of intent.

    他在他人生很早的階段就和這些有了關聯,我想那正是企圖心的第一步

  • And like all good success stories, timing was key.

    而就像所有美好的成功故事,時機是關鍵

  • Beckham made his league debut for Manchester United when he was 19.

    貝克漢的首次職業亮相是在曼聯,當時他 19 歲

  • Just a few years earlier the establishment of the English Premier League

    就在這的前幾年,英格蘭足球超級聯賽的建立

  • had created a significant increase in viewership both at home and abroad.

    剛剛創造了非常多在家和在現場的觀眾群

  • He just happened to be the right man at the right time.

    他正是在對的時機出現的對的人

  • If he'd been in football even 10 years earlier, I'm sure he would have been successful

    要是他早十幾年踏入足球職場,我相信他還是會成功

  • but he wouldn't have had nowhere near the opportunities to make such an impact as he did during the '90s.

    但比不上像是他在 90 年代創造的影響力

  • Beckham quickly realized he could create value with his image.

    貝克漢很快就意識到他可以透過自己的肖像創造價值

  • In 2002 when asked why contract negotiations were taking so long, he put it down to one thing - image rights -

    在 2002 年,當他被問到為什麼合約洽談耗時那麼久,他用一件事來回答 —— 肖像權

  • payments made by the club for the right to use anything related to the Beckham brand -

    也就是俱樂部付錢來獲取使用任何貝克漢相關商品的權利

  • his name, face, even the way he kicked a ball.

    包含他的名字、臉,甚至是他踢球的方式

  • While he wasn't the first footballer to receive such payments, the earnings were significant

    雖然他不是第一個獲得這項收益的足球員,收益卻相當可觀

  • and alongside his endorsements made him the world's highest paid soccer player.

    包含代言費在內,他成為了世界上薪水最高的足球員

  • Photographer: David just to your left.

    攝影師:大衛,看向你的左方

  • This was all part of what Andy calls the "earn till you burn" model.

    這就是安迪所謂的「賺到最後一刻」的典型

  • Trying to bank as much money as possible before retirement.

    試著在退休前賺到盡可能多的錢

  • His first deal with hairstyling brand Brylcreem was worth £1 million

    他和髮型造型品牌貝利髮乳的首次合作價值 100 萬英鎊

  • and created a 50% surge in sales.

    並且創造了多達 50% 的行銷突破

  • Photographer: Sit up straight, David.

    攝影師:坐直一點,大衛

  • [Laughs]

    [笑聲]

  • This was followed by deals with more global brands like Pepsi, Adidas and Gillette.

    後來的合作多和國際品牌,像是百事可樂、愛迪達和吉列

  • Unlike other footballers, he also extended his image beyond the pitch too -

    不同於其他足球員,他將他的形象擴及至足球場外 ——

  • including a £20 million deal with Armani in 2007 which attracted a great deal of attention.

    包含在 2007 年和阿瑪尼簽訂價值 2000 萬英鎊的合約,吸引來了非常多目光

  • It is a rare man who can be that tough on the field and also have his own line of underwear.

    那是個少見的男人,在球場上如此強韌,但同時擁有自己的內衣事業

  • [Laughs]

    [笑聲]

  • He took a big risk early in his career by showing his interest in fashion,

    他在他的職業生涯早期冒了很大的風險,因為他顯露了他對時尚界的興趣

  • his willingness to be a bit daring with his look at a time

    以及在當時他意圖維持一種看起來有些懾人的模樣

  • when that wasn't necessarily attached to masculine role models.

    而在當時那並不一定就是和陽剛的偶像有關

  • It's not something that athletes were willing to risk their image on before.

    那在當時並不是運動員會願意拿自己的形象冒險的事

  • It's come down to three consistent things through which the Beckham brand is delivered.

    它最後歸結為貝克漢品牌傳達出的三件一致性的事情

  • It's football, it's fashion, and I'd call it, it's feel good

    那就是足球、時尚,和我想我會說,感覺良好

  • but he takes risks inside those.

    但他在其中都承擔了風險

  • The risks seems to have paid off.

    這些風險現在看來都值得了

  • A couple of years after his retirement, Beckham earned £45 million.

    在他退休後的幾年,貝克漢賺得了 4500 萬英鎊

  • That was more than 13 times as much as he was paid in his last year as a footballer

    那比他在足球生涯最後一年獲得的薪水還多出 13 倍以上

  • and more than any former athlete in the world apart from Michael Jordan.

    也是世界上僅次於麥可.喬丹收入最多的運動員

  • But football is still the focus.

    但重點依然是在足球

  • It's been confirmed that David Beckham is to start a soccer franchise in Miami.

    已經證實大衛.貝克漢將在邁阿密開始一間足球經銷商

  • During his move to LA Galaxy in 2007, his contract included

    在 2007 年他轉往洛杉磯銀河期間,他的合約包含了

  • the option for him to buy a Major League Soccer team for $25 million at the end of his career.

    他在生涯的最後,能夠選擇以 2500 萬美金的價格買下美國職業足球大聯盟的一支球隊

  • A smart deal sweetener now that expansion teams cost six times that.

    這實在是簽下了一個甜頭,因為現在的花費比那高出 6 倍

  • Today you made my dream come true.

    今天,你們使我夢想成真

  • And all of this secures Beckham's brand exposure in soccer and the US for the foreseeable future.

    這所有的一切確保了在不久的未來中,貝克漢品牌在足球方面以及在美國的曝光

  • There's a legacy being built there that will survive David Beckham,

    有個傳奇被建立了起來,這個傳奇將會超越大衛.貝克漢

  • and actually that is the ultimate testament to the way he's thinking,

    那其實也是他在思考的最終目標

  • and indeed, to the way that really good brands and brand owners think.

    也的確,那是好品牌和好的品牌擁有者會思考的方式

  • Proof perhaps that this is a brand that relies on more than just a pretty face.

    證明了或許這個品牌仰賴的不只是一個俊俏的臉蛋

When David Beckham visited the Amazon in 2016

當大衛.貝克漢於 2016 年造訪亞馬遜時

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影片操作 你可以在這邊進行「影片」的調整,以及「字幕」的顯示

A2 初級 英國腔 貝克漢 品牌 大衛 足球 足球員 合約

貝克漢如何成為一個「品牌」?(How David Beckham Became a Brand)

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    Samuel 發佈於 2018 年 07 月 27 日
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