Kim Hee-ae Ranks No.1 in Drama Actor Brand Reputation

Actress Kim Hee-ae topped the dramas' brand reputation measurement. According to the analysis of Big Data in May 2020, Kim Hee-ae was ranked first, Han So-hee was ranked second and Park Hae-joon was ranked third.

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The Korea Institute of Enterprise Reputation measured the brand big data of 115,934,999 of 50 actors in dramas aired from April 30th, 2020 to May 30th, 2020 by measuring consumers' brand participation, media volume, traffic volume and communication, and indexed them as brand reputation algorithms. Compared to the actor brand big data of 132,857,415 in February of 2020, it decreased by 12.74%.

The brand reputation analysis of drama actors was conducted with participation index, media index, communication index and community index. Brand reputation index is an index that extracts brand big data and analyzes consumer behavior with a reputation analysis algorithm, classifying it as participatory value, communication value, media value, community value and social value and weighing it. Brand big data analysis can measure the positive and negative assessment of the brand, the source and interest of the media, the amount of interest and communication of consumers, the spread of the community on issues, the reaction and popularity of the content.

The top 30 drama actor brand reputation rankings for May 2020 are Kim Hee-ae, Han So-hee, Park Hae-joon, Cho Jung-seok, Yoo Yeon-seok, Lee Min-ho, Jeon Mi-do, Jung Kyung-ho, Kim Go-eun, Yook Sung-jae, Kim Dae-myung, Jang Nara, Yoo In-young, Park Sun-young, Woo Do-hwan, Han Ji-eun, Kim Young-min, Hwang Jung-eum, Jung So-min, Kim Eung-soo, Lee Bo-young, Choi Kang-hee, Yoo Ji-tae, Lee Min-jung, Park Ha-na, Shin Ha-kyun, Ko Jun, Lee Sang-yeob and Jeon So-nee.

Kim Hee-ae's brand ranked first, with the participation index of 1,846,320, Media Index of 2,836,512, Communication Index of 2,368,224 and Community Index of 1,484,203 analyzed to be 8,535,260.

In second place, Han So-hee's brand was analyzed to have a brand reputation index of 8,346,968, with a participation index of 3,425,588, Media Index of 1,861,020 and Communication Index of 1,224,864.

In third place, Park Hae-joon's brand was analyzed to have a brand reputation index of 5,658,462, with a participation index of 2,053,962 and a communication index of 2,154,432 reaching 730,944 and a community index of 719,124.

In fourth place, the Cho Jung-seok's brand was analyzed as the brand reputation index of 5,583,332, with the participation index of 1,621,392, Media Index 2,217,936, Communication Index of 1,028,736 and Community Index of 715,268.

In fifth place, Yoo Yeon-seok's brand was analyzed to have a brand reputation index of 4,815,017, with a participation index of 1,746,374, Media Index of 1,786,344, Communication Index of 515,520 and Community Index of 766,778.

Koo Chang-hwan, director of the Korea Enterprise Reputation Institute, said, "As a result of the analysis of the brand reputation of drama actors in May 2020, the Kim Hee-ae brand, which attracted consumers' attention with the drama "The World of the Married" was ranked first. Kim Hee-ae's brand big data link analysis showed high 'pouring, empathizing, and affectionate' in key words while the keyword analysis showed high in 'The World of the Married, viewer ratings and Park Hae-joon'. In the positive maintenance rate analysis, the positive ratio was 83.09%".

Also, he added, "After analyzing big data on actor brand categories, it decreased by 12.74% compared to actor brand big data of 132,857,415 in February 2020. The detailed analysis shows a 35.27% drop in brand consumption, a 16.65% rise in brand issues, a 12.66% drop in brand communication, and a 5.50% drop in brand proliferation".