The Beckham family empire has grown to include lucrative endorsements, modelling contracts and a fashion line or two - so it's no secret that Brand Beckham can sell. But a new study reveals just how lucrative the family brand really is.
貝克漢姆家產(chǎn)業(yè)帝國的發(fā)展已經(jīng)涵蓋了品牌代言、模特簽約、以及一兩個(gè)時(shí)尚系列。貝克漢姆的品牌魅力已不是什么秘密。但一項(xiàng)新研究揭示了這個(gè)家庭品牌真正的吸金能力。

The marketing value of all the family members - former England football captain David, ex-Spice Girl-turned-fashion designer Victoria and their children Brooklyn, Romeo, Cruz and Harper - plus their business ventures mean Brand Beckham is worth around ￡500 million, according to the London School of Marketing.
貝克漢姆家庭成員包括前英格蘭足球隊(duì)隊(duì)長大衛(wèi)、由前流行組合辣妹（Spice Girl）成員轉(zhuǎn)型時(shí)裝設(shè)計(jì)師的維多利亞以及他們的孩子布魯克林（Brooklyn）、羅密歐（Romeo）、克魯茲（Cruz）和哈珀（Harper）。倫敦營銷學(xué)院（London School of Marketing）的數(shù)據(jù)顯示，他們一家人再加上貝克漢姆名下的公司，總營銷價(jià)值已約為5億英鎊。

It also translates to earnings of around ￡30-￡40 million a year for the family.
而家族品牌價(jià)值還能轉(zhuǎn)化為一年約3000萬到4000萬英鎊的收入。

Their marketing power stems from three main vehicles, Footworks, where David's football related revenues are collected, the Beckham label, for endorsements, and Beckham Ventures, for Victoria's fashion business, the London School of Marketing's experts said.
倫敦營銷學(xué)院的專家稱，他們的市場動(dòng)力來自三個(gè)主要領(lǐng)域：Footworks——大衛(wèi)足球相關(guān)領(lǐng)域產(chǎn)生的收入、貝克漢姆品牌——廣告代言收入、以及貝克漢姆投資公司（Beckham Ventures）——維多利亞的時(shí)裝生意收入。

Current estimates put the value for Footworks at ￡150 million, the Beckham name at ￡70 million and Beckham Ventures at ￡60 million, they added.
他們補(bǔ)充說，目前估計(jì)步法公司價(jià)值1.5億英鎊，貝克漢姆品牌價(jià)值7000萬英鎊，貝克漢姆投資公司價(jià)值6000萬英鎊。

But while the elder family members have been the main contributors so far, the Beckham offspring are gaining ground with business dealings and marketing appeal of their own.
不過，雖然目前小貝夫婦是家族收入的主力，他們的子女也在商業(yè)活動(dòng)及擴(kuò)展各自市場人氣方面攻城略地。

Sixteen-year-old Brooklyn has a 4.4 million-strong following on Instagram and has recently appeared on the cover of Miss Vogue.
十六歲的布魯克林在圖片分享平臺(tái)Instagram上已有440萬的鐵桿粉絲，最近又成為時(shí)尚雜志《Miss Vogue》的封面人物。

Younger brother Romeo meanwhile has fronted a Burberry Christmas campaign and was credited with driving a 15% sales boost.
二公子羅密歐曾為時(shí)尚大牌巴寶莉（Burberry）拍攝圣誕節(jié)廣告片，使該品牌營業(yè)額增長了15%。

"The Beckham name has the Midas touch when it comes to advertising, even the mere mention of their name associated with a brand is a small news event in itself," said Anton Dominique, chief marketing officer at the London School of Marketing.
“貝克漢姆這個(gè)名字具有點(diǎn)石成金的魔力，一個(gè)品牌即使與貝克漢姆只產(chǎn)生些許的關(guān)聯(lián)，就能夠引起小小的轟動(dòng)，” 倫敦營銷學(xué)院的首席營銷官安東?多米尼克（Anton Dominique）說。

"What is also interesting is that the family name is almost as influential as any individual family member," he added.
“還有一點(diǎn)比較有趣，貝克漢姆這個(gè)姓氏幾乎跟這個(gè)家庭任何一名成員一樣有影響力，”他補(bǔ)充道。

David recently added another deal to his collection, signing up to front a clothing line by Trinity, the Hong Kong-based owner of Gieves & Hawkes.
大衛(wèi)最近又將一份合約收入囊中，與總部位于香港的君皇仕(Gieves & Hawkes)的母公司利邦簽約，為其服裝品牌進(jìn)行代言。

Vocabulary

lucrative：有利可圖的，賺錢的

stem from：源自于

英文來源：獨(dú)立報(bào)

譯者：楊軒

審校&編輯：丁一