[ARTICLE] 161211 [Brand reputation] Boy group brand, Decmber big data analysis...1st place BTS, 2nd place EXO, 3rd place Seventeen

December 10, 2016

We’ve analysed the December big data for boy group brand reputation and the results of that analysis found BTS in 1st place, EXO in 2nd place and Seventeen in 3rd place.

From November 11, 2016 to December 10, 2016, Korea’s Institute of Corporation Reputation measured 35,994,778 units of big data regarding the participation index, communication index, and reputation index for boy group brand through a consumer behavior analysis. Compared to the 28,994,426 units of brand big data in November, there has been a 24.14% increase (this month in December).

(T/N: The red bars = communication index, blue bars = participation index, green circle = brand reputation)

Brand index is an index that is found through uncovering what things strongly influence consumers’ habits online, and through the analysis of brand big data. The boy group brand reputation index can be calculated using positive and negative responses, the media’s level of interest, and consumers’ interest and traffic.

(T/N: From left to right, the headings read "Rank", "Boy group", "Participation index", "Communication index" and "Brand reputation index")

Results for boy group brand reputation ranking for December came out as BTS, EXO, Seventeen, SECHSKIES, BTOB, B1A4, Big Bang, VIXX, SHINee, Infinite, Beast, WINNER, Block B, B.A.P, Monsta X, Super Junior, Shinhwa, 2PM, DBSK, FT Island, 2AM, JYJ, Teen Top, ZE:A.

1st place, BTS brand (Rap Monster, Suga, Jin, J-Hope, Jimin, V, Jungkook) have a participation index of 2,662,968 and communication index of 4,650,426 so their brand reputation index has been analysed as 7,313,394. Compared to EXO’s brand reputation index of 4,605,388 in November, there has been a 58.80% increase.

2nd place, EXO brand (Baekhyun, Luhan, D.O, Tao, Chen, Sehun, Suho, Kris, Xiumin, Kai, Lay, Chanyeol) have a participation index of 936,320 and communication index of 4,862,781 so their brand reputation index has been analysed as 5,799,101. Compared to BTS’ brand reputation index of 5,077,116 in November, there has been a 14.22% increase.

3rd place, Seventeen brand (S.Coups, Jeonghan, Joshua, Jun, Hoshi, Wonwoo, Dokyeom, Mingyu, The8, Seungkwan, Vernon, Dino, Woozi) have a participation index of 1,031,712 and communication index of 2,666,268 so their brand reputation has been analysed as 3,697,980. Compared to Seventeen’s brand reputation index of 2,368,707, there has been a 56.12% increase.

 Korea’s Institute of Corporate Reputation’s head, Gu Changhwan, analyzed their reputation, saying, “the December boy group brand reputation analysis result came back with BTS as 1st place. BTS’ 2nd full length album, ‘WINGS,’ which was released on October 10th, sold 500 000 copies before its release, and set a record of nearly 350 000 sales its first week. In the month of October alone, they sold 681 924 copies, setting a record and garnering attention. Receiving one daesang after another, such as the ‘Artist of the Year’ at 2016 MAMA and ‘Album of the Year’ at the 2016 Melon Music Awards, BTS is just sweeping up daesangs.”

Furthermore, he analysed their brand, saying, “Bangtan Sonyeondan’s official English name is BTS. The meaning of the group’s name is like the word ‘bangtan’ (or ‘bulletproof’) as in, it blocks bullets. It means that on behalf of people in their 10s and 20s, they will ward off the prejudice and oppression that they--the people--face, and that they will proudly protect the value of their music. So the lyrics in their songs mostly deal with the life, love and dreams of people in their 10s.”

Korea Institute of Corporate Reputation (http://www.rekorea.net Head Gu Changhwan) measures the nation’s brand reputation index every month and presents its changes. This round’s boy group brand reputation index is taken from the brand big data collected between 2016 November 9th and 2016 December 10th.

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