In August 2023, the big data analysis results for individual idol brand reputation were as follows: 1st place went to Minji from NewGens, 2nd place to Jungkook from BTS, and 3rd place to Hani from NewGens.
The Korean Corporate Reputation Research Institute conducted big data analysis for individual idol brand reputation. From July 24th to August 24th, a total of 96,997,747 pieces of big data related to 1,720 individual idol brands were extracted. The analysis measured brand reputation index based on consumer participation index, media index, communication index, and community index, in order to evaluate individual idol brand reputations.
The brand reputation index is a metric created through the analysis of brand big data, which reveals that consumers’ online habits greatly influence brand consumption. Through the analysis of individual idol brand reputation, it’s possible to measure positive/negative evaluations, media interest, and consumer interest and communication volume regarding the individual idol brands. The monitoring of idol brand reputation editors and risk assessment were also included.
The top 10 individual idol brand reputations in August 2023 were analyzed as follows: 1st place Minji from NewJeans, 2nd place Jungkook from BTS, 3rd place Hani from NewJeans, 4th place Haerin from NewJeans, 5th place Jimin from BTS, 6th place Jisoo from BLACKPINK, 7th place V from BTS, 8th place Hyein from NewJeans, 9th place Danielle from NewJeans, and 10th place Kang Daniel from Wanna One.
The brand of Minji from NewJeans, who achieved 1st place in individual idol brand reputation, had a participation index of 1,132,946, media index of 1,098,306, communication index of 1,049,787, and community index of 1,335,234, resulting in a brand reputation index of 4,616,273. This was a 124.30% increase compared to the brand reputation index of 2,058,076 in July.
For 2nd place, Jungkook from BTS had a participation index of 193,758, media index of 396,984, communication index of 1,404,021, and community index of 2,420,287, resulting in a brand reputation index of 4,415,051. This represented a 1.55% decrease compared to the brand reputation index of 4,484,639 in July.
In 3rd place, Hanni from NewJeans had a participation index of 1,037,244, media index of 1,016,041, communication index of 920,596, and community index of 1,059,056, resulting in a brand reputation index of 4,032,937. This showed a significant increase of 171.75% compared to the brand reputation index of 1,484,047 in July.
Haerin from NewJeans, in 4th place, had a participation index of 870,692, media index of 1,053,460, communication index of 1,058,814, and community index of 1,008,502, resulting in a brand reputation index of 3,991,467. This marked a 195.90% increase from the brand reputation index of 1,348,916 in July.
Jimin from BTS, ranking 5th, had a participation index of 245,032, media index of 326,345, communication index of 1,069,831, and community index of 2,029,981, resulting in a brand reputation index of 3,671,188. This indicated a 12.64% increase compared to the brand reputation index of 3,259,257 in July.
Koo Changhwan, the head of the Korean Corporate Reputation Research Institute, stated, “In August 2023, Minji’s brand from NewJeans secured the 1st place in the individual idol brand reputation ranking. Analyzing big data related to individual idol brands, we found a 14.14% increase compared to the previous month, with brand consumption rising by 81.63%, brand issues by 49.71%, brand communication by 7.83%, and brand expansion by 0.97%.” He further analyzed, “Minji’s brand, ranking 1st in August 2023, was highlighted in link analysis for being ‘fresh, cute, and growing.’ In keyword analysis, terms like ‘super shy,’ ‘ETA,’ and ‘Billboard’ were prominent. The sentiment analysis showed a 93.97% positive sentiment ratio based on big data.”
