Yoo Jae-seok topped the Brand Reputation Ranking for entertainers in June 2022.
The Korea Institute of Corporate Reputation analyzed 42,701,240 brand big data of 50 entertainers from May 1st to June 1st to measure entertainers’ participation – media and their communication – social contact with brand consumers.
The brand reputation index is an indicator that extracts brand big data and analyzes consumers’ behaviors classified into participation value, communication value, media value and social value.
TOP 30 entertainers named in the Brand Reputation Ranking in June 2022 are Yoo Jae-seok, Song Hae, Kim Jong-kook, Kim Jun-ho, Lee Sang-min, Lee Seung-gi, Kang Ho-dong, Kim Gu-ra, Shin Dong-yeop, Park Myung-soo, Ahn Jung-hwan, Lee Kyung-kyu, Kim Byung-man, Seo Jang-hoon, Kim Hee-chul, Kim Jong-min, Hong Hyun-hee, Song Ji-hyo, Park Na-rae, Lee Dong-guk, Kim Sook, Kim Shin-young, Heo Jae, Kim Dong-hyun, Lee Hyo-ri, Lee Soo-geun, Tak Jae-hoon, Kim Sung-ju, Lee Cheon-su, and Ha Ha.
Yoo Jae-seok, who ranked 1st place in the June Brand Reputation Ranking, was revealed to have a total brand reputation score of 1,959,935 (participation index 464,612, media index 513,825, communication index 403,837 and community index 577,661). Compared to his brand reputation index in May (2,219,576), this month’s figure fell 11.70%.
As for the No.2 Song Hae, he gained a total brand reputation score of 1,782,621 (participation index 572,886, media index 549,573, communication index 309,346 and community index 350,817). Song Hae brand witnessed an increase of 409.03% compared to his index in May.
Kim Jong-kook, who ranked 3rd place, recorded a brand reputation score of 1,678,932 (participation index 355,103, media index 372,903, communication index 392,618 and community index 558,308). Kim Jong-kook’s brand reputation score in June declined by 29.13% compared to his index in May (2,369,130).
Koo Chang-hwan, director of the Korea Institute of Corporate Reputation, said “Looking at the analysis on the links to Yoo Jae-seok, who ranked 1st in the June Brand Reputation Ranking, the keyphrase ‘succeed in advertising and donating’ appeared a lot. Yoo Jae-seok’s most-related keywords were ‘Play You’, ‘Running Man’, and ‘Hangout with Yoo’. Yoo Jae-seok brand recorded a 70.09% positive result in the analysis of positive-negative responses.”