國際商務品牌話題簡介

　　Burberry is a classic, traditional fashion house founded by Thomas Burberry near London in 1856. The 21-year-old textiles trainee decided to start making and selling his own outdoor clothes. He invented the world-famous water-resistant fabric gabardine in 1888 and opened his first store in London’s fashionable Haymarket in 1891. Burberry created clothing for early explorers to the South Pole and Mount Everest. Gabardineand the traditional Burberry tartan check pattern are now company trademarks. They form part of a multi-billion-dollar company. It has branched out into perfumes, watches, sunglasses and accessories. It had some image problems in the 1980s and 1990s when it became popular with British football hooligans. However, rebranding in top fashion magazines has returned its luxury appeal.

　　1856年，托馬斯·博柏利在倫敦附創建了一間集古典和傳統于一身的時裝店。21歲的紡織業實習生決定開始制作并銷售自己的戶外服裝。1888年，博柏利創作出了世界知名的斜紋防水布料，1891年，在倫敦時尚的`甘草市場開了自己的第一家店。博柏利為最初前往南極和珠穆朗瑪峰的探險者制作衣服。如今，這種防水布料和傳統的格子呢樣式成為了公司的商標。他們建成了一家價值數十億的企業。博柏利又涉足香水、手表、太陽鏡以及配飾業。20世紀80-90年代，博柏利遭遇到了一些形象問題，當時博柏利在英國的足球流氓中日益盛行。但是，之后博柏利的新商標出現在了頂級時尚雜志上，這又吸引了人們對奢華的興趣。

　　Budweiser is one of the biggest selling beers in the world. It is brewed by the Anheuser-Busch breweries in the United States but it has its origins in the Czech Republic. In 2008 Anheuser-Busch sold most of the operations to the Belgian-Brazilian beer giant InBev, to create the largest brewing company in the world. Brewing of the pale lager beer started in 1876 and has become an American icon. Budweiser accounts for over half of all beers sold in the USA. Like other beers, Budweiser is known for its distinctive bottle and label, both of which remained largely unchanged since 1876. Tradition is important to the company. Its website says: “At Budweiser, we take enormous pride in brewing the great American lager. But being a part of American history and life is what really makes us proud.”

　　百威是世界上最大的啤酒公司之一。它是在美國阿賀·布希釀酒廠生產而成，百威啤酒起初是來自捷克共和國。2008年，阿賀·布希將百威的大部分經營權售賣給了一家比利時-巴西跨國的啤酒集團-英博集團，從而建成了世界上最大的釀酒公司。1876年，百威開始釀造談啤酒，之后成為了美國的象征。全美超過一半的啤酒銷售均來自百威。像其它品牌一樣，百威因其獨特的啤酒和商標而著名，自從1876年以來，其商標和啤酒大體上保持不變。傳統對于企業來說至關重要。其官方網站中說道：“在百威，我們釀造出了美國最好的談啤酒，我們引以為豪。但是融入到美國歷史和生活之中才真正讓我們值得歡呼。”

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