NewJeans Plummets from No.1 to Outside Top 100 in Brand Reputation

Minji from NewJeans, who held the prestigious No. 1 position until the close of the previous year, is among those experiencing a significant drop in brand reputation.

The Korea Corporate Reputation Research Institute analyzed comprehensive brand data for 680 members of girl groups from September 20 to October 20, tracking their personal branding effectiveness.

This month, BLACKPINK’s Jennie surged to the forefront, moving up from 9th place in August and 6th the following month, ultimately securing the top rank. Aespa’s Karina and IVE’s Jang Wonyoung claimed the second and third positions, respectively. Unfortunately, NewJeans’ Minji, who was at the top last year, along with Hanni, who previously ranked 26th, did not appear in this month’s standings.

This notable decline in rankings is believed to be linked to ongoing disputes with their management team. HYBE, the parent company overseeing NewJeans’ agency ADOR, has accused the former CEO, Min Hee-jin—often referred to as “NewJeans’ mom” —of attempting to take over management control. Min Hee-jin has vehemently refuted these claims, resulting in a legal battle. On October 15, Hanni from NewJeans testified in front of the National Assembly, alleging experiences of workplace bullying.

Earlier this year, NewJeans was ranked 10th in idol brand reputation, but they plummeted to 29th in May and 48th in June. Despite their highly anticipated Korean comeback in May and their Japanese debut in June, their ranking further declined to 50th in July and 46th in August, ultimately dropping out of the charts entirely in September.

The methodology for calculating brand reputation involves a detailed analysis of big data, which gauges the effects of consumer online activities on brand engagement. This assessment incorporates both positive and negative feedback, levels of media attention, and the extent of consumer interaction and communication. Additionally, the brand reputation index evaluates brand value based on influence within the marketplace.

Source: Nate

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