Um Tae-goo Tops July Actor Brand Reputation Rankings, Lee Jung-jae and Jung Eun-ji Follow Closely

The Korean Business Research Institute has released its July 2024 brand reputation rankings for Korean actors, revealing a shift in public perception and the growing influence of OTT platforms.

The rankings, based on big data analysis of 100 actors appearing in dramas, movies, and OTT platforms from June 23rd to July 23rd, 2024, consider factors like participation, media exposure, communication, and community engagement.

 - Um Tae-goo secured the top spot with a brand reputation index of 4,207,289, attributed to his recent success in global OTT markets with his portrayal of sensitive and romantic characters.

- Lee Jung-jae ranked second with an index of 4,138,752, likely boosted by his international recognition after starring in the hit series "Squid Game" and his subsequent Hollywood ventures.

- Jung Eun-ji came in third with an index of 3,830,246, showcasing her versatility as both a singer and actress.

Top 15 Actors and their Brand Reputation Indices:

1. Um Tae-goo: 4,207,289

2. Lee Jung-jae: 4,138,752

3. Jung Eun-ji: 3,830,246

4. Lee Je-hoon: 3,655,972

5. Jang Na-ra: 3,340,468

6. Lee Jung-eun: 3,123,854

7. Park Ji-hwan: 2,987,642

8. Go Yoon-jung: 2,854,321

9. Baek Seo-hoo: 2,745,987

10. Kim Hee-sun: 2,684,523

11. Go Min-si: 2,598,741

12. Choi Jin-hyuk: 2,532,865

13. Choi Woo-shik: 2,476,952

14. Ha Jung-woo: 2,423,541

15. Ma Dong-seok: 2,387,456

The overall brand reputation index for actors decreased by 25.66% compared to June 2024, indicating a potential shift in consumer engagement and brand perception. The research institute attributes this decline to a decrease in brand consumption, brand issues, brand communication, and brand diffusion.

The analysis highlights the evolving role of actors in the entertainment landscape, with OTT platforms playing a significant role in shaping brand reputation.  The rankings reflect the dynamic nature of brand perception and the increasing importance of global recognition in the Korean entertainment industry.