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贝克汉姆一家都是宝 小七名字注册为商标
Brand it like Beckham: Victoria turns her daughter Harper into a trademark for make-up, toys and clothing at just FIVE years old

来源:中国日报    2017-04-17 09:12



        At five years old, she is unlikely to have her own career anytime soon.        贝克汉姆家的小七今年5岁,短时间内不可能拥有自己的事业。
        But that has not stopped Harper Beckham becoming a trademark.        但这并不妨碍哈珀•贝克汉姆成为一个商标。
        According to intellectual property office records, Victoria Beckham has registered her daughter's name for use in a range of branded products, including make-up, toys and clothing.        根据英国知识产权局的记录,维多利亚•贝克汉姆已经将女儿的名字注册为商标,用于化妆品、玩具以及服装等一系列品牌产品。
        The Harper Beckham trademark has also been registered for use in the entertainment industry should Harper wish to replicate her mother's career as a pop star.        这一商标也被注册用于娱乐产业,那么哈珀将来或许可以复制妈妈的流行歌手之路。
        Mrs Beckham has also signed up the names of sons Brooklyn, Romeo and Cruz to the UK's Intellectual Property Office and the EU-wide office.        贝嫂还在英国知识产权局及欧盟公司登记了儿子布鲁克林、罗密欧以及克鲁兹的名字。
        It means the children are now officially part of Brand Beckham - David Beckham registered his name in 2000 while Victoria trademarked her name in 2002. Last night, an intellectual property expert said it was unprecedented to trademark a five-year-old's.        也就是说,贝克汉姆的孩子们如今都是“贝克汉姆”品牌的组成部分。贝克汉姆曾于2000年以自己的名字注册了商标,贝嫂也在2002年以自己的名字注册了商标。11日晚,一位知识产权专家对此表示,用一个5岁孩子的名字做商标,这还是前所未有的事情。
        Oliver Bray, a partner at international law firm RPC, said the move was usually reserved for those who were already celebrities.        奥利弗•布雷是国际律师事务所RPC的合伙人,他说,这种行为大多是为明星准备的。
        'It normally happens when your career is getting going and a lawyer says, "Let's get some protection in place",' he said. 'As opposed to the future-proofing which is what Victoria Beckham has done with her children.        “这种事通常发生在你的事业蒸蒸日上的时候。律师会建议你适时采取一些保护措施。而维多利亚提前把这些事做了。”
        'In order to give you more levers to control your image, a trademark is an obvious place to go and it might be that society is driving the Beckhams to use these levers to protect their children in this more manipulative world in which we live.        “想要获得更多维护形象的砝码,商标是个不错的选择。在当下这个尔虞我诈的世界,可能正是社会环境驱使贝克汉姆家族通过这些手段来保护自己的孩子。”
        'But from another point of view, you could call it savvy and looking to the future. '        “但是从另一个角度来看,你可以称之为精明或者有远见。”
        Mrs Beckham has registered her children for trademarks covering six classes of products and a class for ‘entertainment services’ should they wish to go into showbusiness.        贝嫂已经用孩子们的名字注册了六类产品,以及一类“娱乐服务”,这样如果他们想要进入娱乐圈也没有问题。
        The trademarks cover brands of cosmetics such as perfume, lip gloss and even anti-wrinkle creams, as well as books, umbrellas, music, clothing and children's dolls.        注册商标覆盖的产品包括香水、唇膏乃至抗皱面霜等化妆品,以及书籍、雨伞、音乐、服饰和洋娃娃。
        In 2000, the former England captain registered 'David Beckham' as a trademark, while 'Victoria Beckham' was trademarked in 2002 as the former Spice Girl embarked on a solo music career.        2000年,贝克汉姆以自己的名字注册商标,而2002年,从辣妹组合开始单飞活动的维多利亚也为自己的名字注册商标。
        In recent years, the couple, worth around £500 million, have allowed their children to capitalise on the Beckham brand.        贝克汉姆夫妇的身价约为5亿英镑(约合43亿元人民币)。近年来,他们让孩子们利用贝克汉姆这个品牌。
        Brooklyn, their eldest child, is managed by his father's agent Simon Oliveira and has done a number of lucrative modelling shoots.        长子布鲁克林由贝克汉姆的经纪人西蒙•奥利维拉负责,已经接拍了一些报酬丰厚的模特大片。
        In 2014, his younger brother Romeo fronted Burberry's Christmas campaign having first started modelling for the luxury fashion house at the age of 10.        2014年,年仅10岁的二弟罗密欧在奢侈时尚品牌巴宝莉的圣诞节宣传活动中首次担任模特。
        Last year, the youngest brother Cruz launched his pop career with the release of a charity Christmas single.        去年,年纪最小的克鲁兹也开启了流行音乐生涯,推出自己的圣诞节公益单曲。
        Brand expert Nigel Currie said the decision to trademark the children's names was a wise move.        品牌专家奈杰尔•克里表示,用孩子的名字注册商标是一个明智之举。
        He said: 'Obviously the Beckham name is worth something and they don't want someone trading off it and using it to create their own brand.'        他说:“很显然,贝克汉姆这个名字是很有价值的,而且他们也不想有人利用他们的名字牟利,创立自己的品牌。”
                
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