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.
貝克漢姆家產業帝國的發展已經涵蓋了品牌代言、模特簽約、以及一兩個時尚系列。貝克漢姆的品牌魅力已不是什么秘密。但一項新研究揭示了這個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隊長大衛、由前流行組合辣妹（Spice Girl）成員轉型時裝設計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）。倫敦營銷學院（London School of Marketing）的數據顯示，他們一家人再加上貝克漢姆名下的公司，總營銷價值已約為5億英鎊。

It also translates to earnings of around ￡30-￡40 million a year for the family.
而家族品牌價值還能轉化為一年約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.
倫敦營銷學院的專家稱，他們的市場動力來自三個主要領域：Footworks——大衛足球相關領域產生的收入、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.
他們補充說，目前估計步法公司價值1.5億英鎊，貝克漢姆品牌價值7000萬英鎊，貝克漢姆投資公司價值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活動及擴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Instagram上已有440萬的鐵桿粉絲，最近又成為時尚雜志《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尚大牌巴寶莉（Burberry）拍攝圣誕節廣告片，使該品牌營業額增長了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.
“貝克漢姆這個名字具有點石成金的魔力，一個品牌即使與貝克漢姆只產生些許的關聯，就能夠引起小小的轟動，” 倫敦營銷學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.
“還有一點比較有趣，貝克漢姆這個姓氏幾乎跟這個家庭任何一名成員一樣有影響力，”他補充道。

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，為其服裝品牌進行代言。

Vocabulary

lucrative：有利可圖的，賺錢的

stem from：源自于

英文來源：獨立報

譯者：楊軒

審校&編輯：丁一