Korea Corporate Reputation Research Institute confirmed that Song Hye Kyo and Jang Ki Yong respectfully took the top 1 and top 2 spots in the brand reputation of drama actors in December 2021. While Jun Ji Hyun came third. The Korea Corporate Reputation Research Institute measured 74,816,041 brand big data of 50 actors who are appearing in dramas aired from November 8, 2021, to December 8, 2021, by consumers’ brand participation, media volume, traffic, and communication volume. Indexed by brand reputation algorithm. Compared to the 95,975,044 big data of drama actor brands in October 2021, it decreased by 22.05%.
In the drama actor brand reputation analysis, brand big data was analyzed with participation index, media index, communication index, and community index. The brand reputation index is an index that extracts brand big data and analyzes consumer behavior with a reputation analysis algorithm to classify and weight the participation value, communication value, media value, community value, and social value. It is possible to measure the positive or negative evaluation of the content, the source and interest of the media, the interest and traffic of consumers, the spread of the community about the issue, and the reaction and popularity of the content.
In December 2021, the top 30 drama actors brand reputation rankings are Song Hye Kyo, Jang Ki Yong, Jun Ji Hyun, Park Eun Bin, Ko Hyun Jung, Lee Se Hee, Ji Hyun Woo, Lee Young Ae, Ju Ji Hoon, Rowoon, Lee Se Young, Han Hyo Joo, Lee Jun Ho, Park Hyung Sik, Lee Do Hyun, Kim Yo Han, Kim Min Jae, Shin Hyun Bin, Park Hana, So Yi Hyeon, Im Su Jeong, Kim Jae Young, Kim Hye Jun, Choi Myeong Gil, Choi Hee Seo, Kwak Si Yang, Kim Min Gyu, Park Kyu Young, Cho Yeo Jeong, and Nam Yun Su were in that order.
The 1st place, Song Hye Kyo brand was analyzed with a brand reputation index of 6,328,712 as the participation index 1,699,226 media index 1,299,551 communication index 1,353,831 community index 1,976,105. Jang Ki Yong, who is currently appearing in the same drama, ranked second. The long-term brand was analyzed with a brand reputation index of 4,270,942 as the participation index 1,314,156 media index 967,788 communication index 941,638 community index 1,047,361.
In third place, the Jeon Ji Hyun brand was analyzed with a brand reputation index of 4,252,058 with a participation index of 421,364, a media index of 717,975, a communication index of 920,725, and a community index of 2,191,994.
Park Eun Bin, who captivated the world with ‘Lovely Mother’, ranked 4th. The Park Eun-bin brand was analyzed with a brand reputation index of 3,858,223 as the participation index 829,343 media index 716,335 communication index 741,198 community index 1,571,346.
Go Hyun Jung, who finished ‘People Like You’, was in 5th place. The Go Hyun-jung brand was analyzed as a brand reputation index of 2,788,161 as the participation index 454,568 media index 573,681 communication index 633,632 community index 1,126,280.
Koo Chang-Hwan, director of the Korea Corporate Reputation Research Institute, said, “As a result of the analysis of the brand reputation of actors in the drama in December 2021, Song Hye-Kyo’s brand, acting in the drama ‘I’m breaking up,’ was ranked first. ‘Perfect, cheering’ came out high, and in the keyword analysis, ‘long-term, kiss, for a second’ came out high. In the positive-negative ratio analysis, the positive ratio was analyzed as 79.58%.“
In addition, “Drama actor brand category analysis of brand big data in December 2021 showed a decrease of 22.05% compared to 95,975,044 big data of drama actor brands in October 2021. In a detailed analysis, brand consumption decreased by 30.12%, brand issue decreased by 29.28%, Brand communication decreased by 34.70%, brand spread 7“.