[Reporter Yang So-young on the Daily Economy Star Today]
Song Joong-ki topped the drama actor’s brand reputation.
According to the Korea Institute of Corporate Reputation, according to a big data analysis in May 2021, drama actor brand reputation, followed by Song Joong-ki, Lee Je-hoon and Jang Na-ra, ranked on the second and third, respectively.
The Korea Institute of Corporate Reputation indexed 108,050,522 brand big data from 50 actors in the drama aired from April 5, 2021 to the brand reputation algorithm by measuring consumers’ brand participation, media, communication, and communication. Compared to the actor brand Big Data of 99,377,638 in March 2021, it increased by 8.73%.
The brand reputation analysis of drama actors was based on participation index, media index, communication index, and community index. Brand reputation index is an indicator that extracts brand big data and analyzes consumer behavior as a reputation analysis algorithm, categorizes and weights participation value, communication value, media value, community value, and social value. Brand big data analysis can measure positive evaluation of brands, the source and interest of media, the amount of interest and communication among consumers, the spread of communities on issues, and the response and popularity of content.
The No. 1 brand Song Joong-ki was analyzed to have a brand reputation index of 8,830,758 as the participation index 2,005,678 media index 2,212,952 communication index of 2,555,897 community index of 2,056,232.
The second-ranked brand Lee Je-hoon was analyzed to have a brand reputation index of 5,665,327, with the participation index of 1,146,896 media index of 1,741,507 communication index of 1,058,926 community index of 1,717,998.
The third-ranked Jang Na-ra brand was analyzed to have a brand reputation index of 4,736,253 with a participation index of 971,842 Media Index of 1,071,393 Communication Index of 765,717 Community Index of 1,927,300.
The fourth-ranked Song Gang brand was analyzed to have a brand reputation index of 4,626,873, with the participation index of 1,117,489 Media Index of 1,231,432 Communication Index of 668,246 Community Index of 1,609,705.
The fifth-ranked Ok Taek-yeon brand was analyzed to have a brand reputation index of 4,150,800, with the participation index of 411,706 media index of 1,538,896 communication index of 602,853 community index of 1,597,344.
Koo Chang-hwan, director of the Korea Institute for Corporate Reputation, said, “As a result of analyzing the brand reputation of drama actors in May 2021, Song Joong-ki brand, which gave excitement to the drama ‘Vinsenjo’, ranked first.” In the big data link analysis, Song Joong-ki’s brand showed high “pleasant, different, and enthusiastic,” while in the keyword analysis, “Vincenjo, Villain, and Jeon Yeo-bin.” “In the analysis of positive maintenance rate, positive ratio was 86.04%.”
“When we analyzed the category of actor brands in May 2021, it increased 8.73% compared to 99,377,638 actor brands in March 2021. According to detailed analysis, brand consumption fell 42.75%, brand issues fell 6.93%, brand communication rose 24.16%, and brand spread rose 149.16%, according to actor big data analysis.
In May 2021, the 30th most popular drama actor brand reputation was Song Joong-ki, Lee Je-hoon, Jang Na-ra, Song Kang, Ok Taek-yeon, Lee Seung-gi, Pyo Ye-jin, Jung Yong-hwa, Park In-hwan, Lee Som, Kim Myung-min, Nana, Kim Hyun-joo, Shin Ha-kyun, Kim Eui-gu, Ryu Hye-young, Hong Eun-hee, Lee.
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