The Korea Corporate Research Institute analyzed 139,284,258 brand data of 50 Korean movie stars from June 28, 2017 to July 29, 2017 to measure the brand participation index, media index, communication index, and community index of consumers. Compared with 80,571,958 movie star brand big data in June, It increased by 72.87%.
The brand reputation index is an index that extracts the brand big data and classifies it as participation value, communication value, media value, community value, social value after the analysis of consumer behavior and positively negative ratio weight. In the actor brand reputation index, consumers' brand consumption patterns were analyzed by participation index, media index, communication index and community index.
In July, 2017, 25 actors that made the ranking were; Song Joong-ki, Song Kang-ho, Kim Soo-hyun, Lee Jung-hyun, So Ji-sub, Im Si-wan, Jun Ji-hyun, Hwang Jung-min, Yeo Jin-goo, Yoo Hae-jin, Ahn Jae-hong, Lee Kyung-young, Jung Woo-sung, Lee Byung-hun, Kim Ok-vin, Hyun Bin, Yoo Ah-in, Han Ji-min, Park Hyo-joo, Han Hyo-joo, Lee Jung-jae, Jo In-sung, Kim Hye-soo and Ha Jung-woo in order.
The Song Joong-ki brand is analyzed as the brand reputation index 23,494,489 with participation index 3,582,200 media index 5,457,648 communication index 2,741,225 community index 11,713,416.
The Song Kang-ho brand is analyzed as the brand reputation index 11,510,210 as the participation index 113,760 media index 2,268,840 communication index 382,478 community index 8,745,132.
The Gong Yoo brand index is 438,000, the media index is 1,185,702, the communication index is 789,035, the community index is 8,398,192, and the brand reputation index is 10,810,929.
Koo Chang-whan, director of the Korea Corporate Reputation Research Institute, said, "As a result of the evaluation of movie actor brand reputation in July, 2017, Song Joong-ki brand ranked first. Movie actor Song Joong-ki has attracted the attention of consumers through the movie "The Battleship Island". Second place was Song Kang-ho and third came Gong Yoo. The Song Joong-ki brand made in the drama "Descendants of the Sun" led to the marriage with Song Hye-kyo and the film "The Battleship Island" became the issue".
"In the link analysis of the film star Song Joong-ki brand, 'great, surprising and careful' were some frequent keywords. In the keyword analysis, 'Song Hye Kyo, marriage and "The Battleship Island"', were high. Positive rate of negative ratio analysis was analyzed as 64.13%", he added.
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"Song Hye-kyo and "The Battleship Island" Song Joong-ki ranks 1st place in actor brand reputation "
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