Actor Byun Woo-seok surpassed soccer player Son Heung-min and singer Lim Young-woong to take first place in the advertising model brand reputation rankings.

On the 3rd, the Korea Corporate Reputation Research Institute announced the results of its big data analysis for advertising model brand reputation for April 2025, indicating that Byun Woo-seok ranked first, followed by Son Heung-min in second and Lim Young-woong in third.

The advertising model brand big data measured from the 3rd of last month to this day was analyzed through consumer behavior analysis, measuring participation index, media index, communication index, and community index to generate the brand reputation index; this data totaled 29,777,146 pieces. This represents an increase of 8.28% compared to 27,499,097 pieces of advertising model brand big data from March.

The brand reputation index was created through brand big data analysis, identifying that consumers' online habits significantly impact brand consumption. The analysis evaluated the relationship between advertising model brands and consumers using a big data reputation algorithm on brands ranked high in brand reputation. The detailed indicators of the advertising model brand reputation index included weights related to advertising channels.

The top 30 advertising model brand reputation rankings for April 2025 are: Byun Woo-seok, Son Heung-min, Lim Young-woong, IVE, BLACKPINK, Yoo Jae-suk, Cha Eun-woo, Lee Byung-hun, Seventeen, Park Bo-gum, Lee Chan-won, Son Suk-ku, BTS, Gong Yoo, Kang Ho-dong, Kim Jong-kook, Young-tak, aespa, Jeon Hyun-moo, Choo Young-woo, Faker, Le Sserafim, Lee Jung-jae, Kim Hye-soo, Kim Jong-min, Park Seo-jun, Lee Joon-hyuk, Ahn Jung-hwan, Park Bo-young, Ma Dong-seok.

The brand that recorded the first place in advertising model brand reputation was Byun Woo-seok, with a participation index of 151,695, media index of 163,253, communication index of 813,030, and community index of 913,261, resulting in a brand reputation index of 2,041,239. This is a 42.68% increase compared to the brand reputation index of 1,430,678 in March.

In second place, the Son Heung-min brand had a participation index of 300,600, media index of 296,879, communication index of 405,518, and community index of 823,201, resulting in a brand reputation index of 1,826,199. This marks a 41.09% increase compared to the brand reputation index of 1,294,387 in March.

In third place, the Lim Young-woong brand had a participation index of 313,042, media index of 258,109, communication index of 517,265, and community index of 553,152, resulting in a brand reputation index of 1,641,569. This is a 36.88% increase compared to the brand reputation index of 1,199,285 in March.

In fourth place, the IVE (An Yu-jin, Ga-eul, Rae, Jang Won-young, Liz, Lee Seo) brand had a participation index of 102,330, media index of 113,545, communication index of 579,732, and community index of 587,429, resulting in a brand reputation index of 1,383,035. This represents a 45.37% increase compared to the brand reputation index of 951,419 in March.

In fifth place, the BLACKPINK (Jisoo, Jennie, Rosé, Lisa) brand had a participation index of 148,082, media index of 96,451, communication index of 361,372, and community index of 710,037, resulting in a brand reputation index of 1,315,943. This marks a 57.71% increase compared to the brand reputation index of 834,390 in March.

In this regard, Koo Chang-hwan, director of the Korea Corporate Reputation Research Institute, noted, "According to the big data analysis results of advertising model brand reputation for April 2025, Byun Woo-seok's brand ranked first. Analyzing the advertising model brand category, it is evident that there has been an 8.28% increase compared to the 27,499,097 pieces of advertising model brand big data from March. A detailed analysis shows a 2.10% decrease in brand consumption, a 6.47% decrease in brand issues, a 7.32% increase in brand communication, and a 20.24% increase in brand diffusion."

He added, "In the link analysis of the advertising brand that ranked first in April 2025, the words 'warm', 'overwhelming', and 'donate' scored highly, while keyword analysis indicated that 'NongHyup Bank model', 'Ediya Coffee', and 'Discovery photo card' had high ratings. In the positive and negative ratio analysis for the Byun Woo-seok advertising brand, the positive ratio was analyzed at 92.84%."

The advertising model brand reputation survey for April 2025 was conducted through brand big data analysis of Byun Woo-seok, Son Heung-min, Lim Young-woong, IVE, BLACKPINK, Yoo Jae-suk, Cha Eun-woo, Lee Byung-hun, Seventeen, Park Bo-gum, Lee Chan-won, Son Suk-ku, BTS, Gong Yoo, Kang Ho-dong, Kim Jong-kook, Young-tak, aespa, Jeon Hyun-moo, Choo Young-woo, Faker, Le Sserafim, Lee Jung-jae, Kim Hye-soo, Kim Jong-min, Park Seo-jun, Lee Joon-hyuk, Ahn Jung-hwan, Park Bo-young, Ma Dong-seok, Park Na-rae, Jung Dong-won, Kim Dong-hyun, Cha Joo-young, Kang Daniel, TWICE, ILLIT, Park Hyung-sik, Park Eun-bin, Jeon Ji-hyun, Shin Dong-yeob, Lee Seo-jin, Ryu Jun-yeol, Hyun Bin, Kim Go-eun, Seo Jang-hoon, and Seo Kang-jun.

[Photo] OSEN DB, provided by the Korea Corporate Reputation Research Institute.

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