This analysis serves to quantify Hallyu stars and their so-called 'brand' or reputation value mainly through consumer behavior. The analysis creates the brand index by weighing several categories including participation, communication, media, community, and social.
According to the analysis, the Hallyu star with the highest brand worth for the period of July 11 to August 12 is Gong Yoo! Gong Yoo's participation index was 2,242,000, his media index was 386,213, communication index was 1,223,739, community index was 3,866,782, and his overall brand score was measured to be 7,718,734.
Ha Jung Woo came in second place with a total brand score of 6,519,346 and Song Joong Ki placed third with 4,648,733.
Goo Chang Hwan, the chief of the Korea Institute of Corporate Reputation, attributed Gong Yoo's leap in brand value to the actor's recent blockbuster hit 'Train to Busan,' and Ha Jung Woo's brand value to the recently premiered 'Tunnel' which is also faring well at the box office.