Kpop singer Youngwoong Lim topped the big data analysis in December 2021, followed by BTS in second place and Heungmin Son in third place. The Korea Institute of Corporate Reputation measured 196,778,675 big data of star brands from November 30, 2021, to December 30, 2021. They measured the participation index, media index, communication index, and community index for star brands through consumer behavior analysis. Compared to 166,434,598 star brand big data in November, it increased by 18.23%.
The brand reputation index is an indicator created through brand big data analysis. It is to find that consumers’ online habits greatly influence brand consumption. Star brand reputation analysis can measure consumers’ relationships with star brands, positive evaluations, media interest, and consumers’ interest and communication.
Star brand reputation analyzes the relationship with consumers through big data reputation algorithms for brands at the top of brand reputation. It analyzed entertainers, singers, trot singers, drama actors, movie stars, boy groups, girl groups, and sportspeople. The star brand reputation index detailed indicators included the recommendation index as a weight.
In December 2021, Kpop singer Youngwoong Lim, BTS, Heungmin Son, BLACKPINK, Jaeseok Yoo, Gong Yoo, IU, Girls’ Generation, Daniel Kang, IVE, Chanwon Lee, TWICE, EXO, NCT, Red Velvet, Hyekyo Song, SEVENTEEN, Hyunjin Ryu, Jongwon Baek, AESPA, Taeyeon, Junho Lee, Seunggi Lee, Jongkook Kim, Dongkook Jung, Apink, Byunghyun Lee, Jihyo Song, Jihyun Jun, Dongwon Jeong, and OH MY GIRL are in the TOP 30.
They analyzed the No. 1 brand, Youngwoong Lim, to have a brand reputation index of 11,930,573. It has a participation index of 2,277,009, media index of 3,383,972, communication index of 3,826,334, and community index of 2,443,259. Compared to the star brand reputation index of 10,137,919 in November, it rose by 17.68%.
Also, they analyzed the second-placer, BTS brands to have a brand reputation index of 10,139,254. It has a participation index of 2,223,856, communication index of 3,318,442, and community index of 2,777,254. Compared to the star brand reputation index of 9,724,001 in November, it rose by 4.27%.
Third place was Heungmin Son’s brand to have a brand reputation index of 7,862,193. It has a participation index of 1,262,044, media index of 2,474,200, communication index of 1,154,577, and community index of 2,971,372. Compared to the star brand reputation index of 4,896,829 in November, it rose by 60.56%.
Changhwan Koo, director of the Korea Institute of Corporate Reputation, said, “As a result of big data analysis in December 2021, the brand Youngwoong Lim ranked first. The Youngwoong Lim brand increased its good influence with a strong fandom community. The BTS brand actively communicated with fans by strengthening social media activities. Also, the Heungmin Son brand created positive relationships with fans with the team’s victory. We confirmed that brand reputation grows when mass media and social media converge,” he said.
In addition, “When analyzing the big data of the star brand category in December 2021, it increased by 18.23% compared to 166,434,598 big data of the star brand in November. According to a detailed analysis, brand consumption rose by 3.83%, brand issues rose by 9.05%, brand communication rose by 20.06%, and brand spread rose by 34.97%.”