According to Hankyung, the Asia Brand Research Institute, a big data evaluation agency, released its monthly reputation rankings for K-pop girl group members on October 28.
K-Brand Index is a big data analysis system developed by the Asian Brand Research Institute in collaboration with domestic and foreign researchers. Unlike current haphazard collection methods, everything from candidate sampling to index selection is done by K-Brand Index through verification by the advisory committee for each field.
In particular, the K-Brand Index's female Kpop idol rankings apply the same standards as the individual reputation rankings of Kpop girl group members announced by the Korea Brand Reputation Research Institute on October 20.
K-Brand Index extracted and analyzed 174,588,173 online data from September 20 to October 20, 2024.
In the Top 30 female Kpop idol reputation rankings of K-Brand Index, all 5 NewJeans members (Minji, Hanni, Danielle, Haerin, Hyein) are present.
The top 10 are Jang Won Young (IVE), Jennie (Blackpink), Karina (aespa), An Yujin (IVE), Kim Chaewon (LE SSERAFIM), Minji (NewJeans), Rose (Blackpink), Winter (aespa), Natty (Kiss Of Life) and Hanni (NewJeans).
“Our big data analysis system focuses on the reliability of each index because the process takes at least 48 hours,” said Ryu Won Seon, director of the research center at the Asian Brand Research Institute.
If there is a subjective element, it can cause serious problems with the fairness of the big data analyzed, so we are especially careful.”
Previously, the Korea Brand Reputation Research Institute caused controversy when it announced the October Kpop female idol reputation rankings, which were completed without 5 NewJeans members. Although NewJeans is a famous girl group in Korea and is a model and ambassador for dozens of different brands.
Fans discovered that NewJeans members began to drop in rankings since the conflict between former ADOR CEO Min Hee Jin and HYBE Group broke out in April this year. By September, they had completely disappeared from the Top 100.
Fans question whether there is any interference in the Kpop idol rankings of the Korean Brand Reputation Research Institute?
"Minji and Hanni of NewJeans, who were pushed out of the Top 100 in the Korea Research Institute's brand evaluation survey, rose to the top of our rankings, demonstrating their unwavering presence," said Ryu Won Seon of the Asian Brand Research Institute.
Hanni has a high negative index value, but also a high positive index value, which is understood to have compensated for the legal dispute issue.
This result shows that transparency and objectivity of rating agencies are key elements of the basic principles in data analysis”.
