Name: 貝克漢如何成為一個「品牌」？(How David Beckham Became a Brand)
Uploaded: 2018-07-27T09:17:12.000Z
Duration: 6 min 13 s

過去簡單式

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

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

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

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.

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.

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

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

並且創造了多達 50% 的行銷突破

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

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

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

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

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