Song Joong-ki in first place for 5 months in a row

Song Joog-ki is in the lead for brand reputation for 5 months in a row.

According to brand reputation for advertisement models, Song Joong-ki came in 1st, Park Shin-hye 2nd and Taeyeon 3rd.

The Korean Business and Reputation Research Institute measured consumers' brand participation and communication by analyzing 41,004,104 big data of 20 advertisement models from the 24th of May 2016 to 25th of June 2016.

A brand's reputation measurement extracts a brand's big data and analyzes consumer's actions, categorizing them into value in participation, communication, media and social. In the reputation analysis of advertisement models, there are participation levels, communication levels and reputation levels.

Song Joong-ki's participation level is 3,469,670, communication level 1,797,642 and reputation levels 5,267,312. This is a 24.52% drop from the reputation level of 6,978,369 in May.

Park Shin-hye's participation level is 2,452,275, communication level 882,882 and reputation level 3,335,157. It's a 437.57% increase compared to the 620,413 in May.

Taeyeon's participation level is 1,333,019, communication level 1,638,054 and reputation level 2,971,073. She's new in the ranking.

The order of advertisement models in June is Song Joong-ki, Park Shin-hye, Taeyeon, Ryu Jun-yeol, Lee Dae-ho, Song Hye-kyo, Park Bo-gum, Seolhyun, Yoo Ah-in, Jun Ji-hyun, Mamamoo, Gong Yoo, IU, Suzy, Yoo Jae-suk, Hyeri, Jung Joon-young, Kim Soo-hyun and Kim Tae-hee.

The Korean Business Reputation Research Institute manager Koo Chang-hwan says, "Song Joong-ki has been creating a great deal of participation and communication from consumers and even more so after "Descendants of the Sun". His name has become a Hallyu brand in China where the pattern of consumption is getting stronger. Trends made by Song Joong-ki is becoming a brand.

The Korean Business Reputation Research Institute are keepting track of the change in brand reputation by analyzing the big data. In June, the big data of Song Joong-ki, Park Shin-hye, Taeyeon, Ryu Jun-yeol, Lee Dae-ho, Baek Jong-won, Song Hye-kyo, Park Bo-gum, Kim Yeon-ah, Kim Go-eun, Han Hyo-joo, Gang Dong-won, Lee Seo-jin, Park Hae-jin, Lee Honey, Choo Sung-hoon, Kim Hee-ae, Im Si-wan, Choi Ji-woo and Tang Wei were analyzed.