Followed by BMW and Audi
BusinessKorea and the Korea Corporate Reputation Research Institute recently conducted a brand reputation survey on 25 imported car brands. In the big data analysis-based survey for July this year, Mercedes-Benz took the top spot, followed by BMW and Audi. For the survey, BusinessKorea and the institute analyzed 33,833,378 pieces of relevant big data from June 7 to July 7.
The brand reputation index covers the five different values of participation, communication, social, market and financial. The overall reputation index is based on the assumption that consumers’ online habits have a considerable effect on the consumption of the brands.
In the survey, positive and negative brand evaluations were measured along with media interest, inter-consumer communication, the frequency of SNS mentions and community occupation. The overall index is the sum of participation, communication and community indices.
In the July survey, Mercedes-Benz, BMW and Audi formed the top three this month, followed by Chevrolet, Porsche, Volkswagen, Volvo, Ford, Cadillac, Bentley, Lexus, Honda, Land Rover, Infiniti, Maserati, Lamborghini, Jaguar, Lincoln, Peugeot, Citroen, Rolls-Royce, Toyota, Chrysler, Nissan and MINI.
Mercedes-Benz recorded 804,158 in participation index, 1,610,625 in communication index, 1,076,007 in community index, and 3,490,791 in overall index.
BMW recorded 562,477 in participation index, 1,225,697 in communication index, 1,321,878 in community index, and 3,110,052 in overall index.
Audi recorded 389,730 in participation index, 982,574 in communication index, 923,678 in community index, and 2,295,983 in overall index.
Chevrolet recorded 438,447 in participation index, 978,862 in communication index, 840,052 in community index, and 2,257,361 in overall index.
Porsche recorded 663,302 in participation index, 758,358 in communication index, 786,110 in community index, and 2,207,770 in overall index.
“Mercedes-Benz, a luxury car brand of Daimler AG, came in first in this month’s survey,” BusinessKorea marketing director Lee Song-hoon commented, saying, “Its emblem, a silver circle with a three-pointed star in the center, represents the strength and power of the Daimler engines on the land, sea, and in the air.”
“The brand reputation index is a big data analysis-based index indicating the relationship between imported car brands and domestic consumers,” the institute explained, adding, “As mentioned above, the index covers a variety of factors such as how frequently SNS users mention the brands and how media evaluate them.”
BusinessKorea and the institute are planning to conduct similar monthly surveys on many other sectors as well so that more well-known global brands can be covered and their reputations can be analyzed in relation to South Korean consumers.
