As a result of star brand reputation big data analysis in February 2023, New Jeans ranked 1st, followed by Lim Young-woong in 2nd place, and BTS in 3rd place.
The Korea Business Research Institute measures the participation index, media index, communication index, and community index for star brands through consumer behavior analysis of 198,733,294 star brand big data measured from January 28, 2023 to February 28, 2023. did. Compared to last January's star brand big data of 238,303,124, it decreased by 16.60%.
The brand reputation index is an indicator created through brand big data analysis by finding that consumers' online habits have a significant impact on brand consumption. Star brand reputation analysis can measure consumers' relationships with star brands, positive and negative evaluations, media interest, and consumers' interest and traffic.
Star brand reputation analysis is a big data reputation algorithm targeting brands that are at the top of the brand reputation analysis of entertainers, singers, trot singers, drama actors, movie actors, boy groups, girl groups, and sportspeople, and comparing them with consumers. The relationship was analyzed. The recommendation index was included as a weight in the detailed indicators of the Star Brand Reputation Index.
The New Jeans brand, which ranked first in star brand reputation, was analyzed as having a brand reputation index of 7,176,143, with a participation index of 1,850,254, a media index of 1,509,902, a communication index of 1,245,018, and a community index of 2,570,970. Compared to last January's brand reputation index of 8,917,773, it fell 19.53%.
In second place, Lim Young-woong's brand was analyzed with a brand reputation index of 6,505,134, with a participation index of 1,381,919, a media index of 1,043,135, a communication index of 1,603,316, and a community index of 2,476,764. Compared to last January's brand reputation index of 7,187,117, it fell 9.49%.
In third place, the BTS brand was analyzed with a brand reputation index of 6,087,045, with a participation index of 630,816, a media index of 1,349,144, a communication index of 2,051,433, and a community index of 2,055,652. Compared to last January's brand reputation index of 7,527,175, it fell 19.13%.
Son Heung-min's brand ranked 4th, with a participation index of 1,327,530, a media index of 812,527, a communication index of 1,534,042, and a community index of 1,521,125, resulting in a brand reputation index of 5,195,224. Compared to last January's brand reputation index of 4,040,948, it rose 28.56%.
Kim Min-jae's brand ranked 5th, with a participation index of 623,418, a media index of 986,009, a communication index of 1,746,465, and a community index of 1,756,597, resulting in a brand reputation index of 5,112,490. Compared to last January's brand reputation index of 3,087,283, it rose 65.60%.
Koo Chang-hwan, director of the Korea Corporate Reputation Research Institute, said, "As a result of star brand reputation big data analysis in February 2023, the New Jeans brand ranked first. The New Jeans brand attracted consumers' attention based on the media, and the Lim Young-woong brand was community-based. “We built a fandom, and the BTS brand created a strong brand based on a global platform,” he said.
In addition, "When analyzing star brand big data in the star brand category in February 2023, it decreased by 16.60% compared to 238,303,124 star brand big data in January last year. Looking at the detailed analysis, brand consumption decreased by 21.49%, brand issues decreased by 16.76%, and brand communication decreased by 21.49%. “It fell 12.89%, and brand spread fell 16.82%,” the reputation analysis said.
Ryu Ye-ji, Ten Asia Reporter ryuperstar@tenasia.co.kr