Captain Son Heung Min Ranks #1 in Brand Reputation

Korean sports stars are heating the brand reputation charts this month. The latest Big Data analysis for March 2024 reveals Son Heung Min, Ryu Hyun Jin, and Lee Jung Hoo as the top 3.

The Korea Corporate Reputation Institute’s analysis of sports star brand reputations reveals a significant increase (30.53%) in data compared to February 2024. After analyzing 61,377,584 data that factor participation, media coverage, communication, and online communities, Son Heung Min, Ryu Hyun Jin, and Lee Jung Hoo ranked as the top three stars based on consumer behavior.

The brand reputation index serves as a comprehensive indicator, encompassing a sports star brand’s relationship with consumers, positive and negative evaluations, media exposure, and consumer interest and communication level.

The sports star brand reputation analysis targets top-tier brands among athletes active in various fields and analyzes their relationship with consumers.

The top 30 sports star brand reputations for March 2024, in order, are Son Heung Min, Ryu Hyun Jin, Lee Jung Hoo, Kim Ha Seong, Hwang Hee-Chan, Kim Min Jae, Lee Dae Ho, Park Ji Sung, Lee Chun Soo, Ahn Jung Hwan, Lee Seung Yuop, Kim Yeon Kyoung, Seo Jang Hoon, Kim Yuna, Park Chan Ho, Kim Tae Kyun, Choo Shin Soo, Kim Dong Hyun, Pak Seri, Lee Dong Gook, Choo Sung Hoon, Kim Yohan, Jung Geun Woo, Park Yong Taik, Park Inbee, Hwang Sun Woo, Yoo Hee Kwan, Son Yeon Jae, Yoon Seok Min, and Park Tae Hwan.

Analysis of Son Heung Min’s brand, ranked first in sports star brand reputation, reveals a brand reputation index of 11,606,715. This index is further broken down into sub-categories: participation index (3,189,155), media index (2,718,904), communication index (2,743,081), and community index (2,955,576). Compared to his February brand reputation index of 6,797,459, Son’s score has significantly increased by 70.75%.

Analysis of Ryu Hyun Jin’s brand, which ranked second, reveals a brand reputation index of 8,395,716. This index is further broken down into sub-categories: participation index (1,616,395), media index (2,397,175), communication index (2,124,623), and community index (2,257,523). Compared to his February brand reputation index of 1,242,830, it increased by 575.53%.

Analysis of Lee Jung Hoo’s brand, which ranked third, revealed a brand reputation index of 4,477,276. This index is further broken down into sub-categories: participation index (442,784), media index  (1,427,874), communication index (1,391,592), and community index (1,215,026). Compared to his February brand reputation index of 2,544,820, it increased by 75.94%.

Analysis of Kim Ha Seong’s brand, which ranked fourth, revealed a brand reputation index of 2,626,609.  This index is further broken down into sub-categories: participation index (141,247), media index (930,531), communication index (801,070), and community index (753,761). Compared to his February brand reputation index of 568,982, it increased by 361.63%.

Analysis of Hwang Hee Chan’s brand, which ranked fifth, revealed a brand reputation index of 2,273,519. This index is further broken down into sub-categories: participation index (676,574), media index (538,254), communication index (498,781), and community index (559,910). Compared to his February brand reputation index of 4,533,561, it decreased by 49.85%.

According to the Korea Corporate Reputation Institute’s March 2024 big data analysis of sports star brands, Son Heung Min retains his number one spot for the second month. This underlines his unwavering position as a top Korean sports star. Second place goes to Ryu Hyun Jin, the “monster pitcher,” whose return to the field has sparked renewed consumer interest. Lee Jung Hoo, coming in at third, is capturing public attention as fans anticipate his performance with the San Francisco Giants in the upcoming season. Kim Ha Seong’s brand was significantly boosted after being named the starting shortstop and fifth batter for the Seoul Series’ first game on the 20th. Meanwhile, Hwang Hee-chan’s ranking dropped three spots compared to February, likely due to a recent hamstring injury that made him be substituted during a game.

He continued to share that the detailed analysis of the star brand big data in March showed that brand consumption increased by 75.95%, brand issues by 65.54%, brand communication by 69.15%, and brand spread by 71.75%.

Popular soccer player Lee Kang In fell out of the top 30 after a conflict with Son Heung Min damaged his public image.