Jessi tops Yoon Mi Rae in brand value

Korea Institute of Corporate Reputation created the brand index by analyzing consumer behavior through several categories such as participation value, media value, communication value, and more. 

For Jessi, who took first place for the past month's brand index analysis, her participation value equaled 758,900, media value 232,076, communication value 41,679, and community value 142,461 for a total brand value of 1,175,116. 

Yoon Mi Rae placed close behind at second place, with a total brand value of 950,680. 

The director of Korea Institute of Corporate Reputation explained, "With more and more female rappers getting media exposure, people's consumption of female rappers' brands naturally increased. However, when looking at the breakdown of positive versus negative brand ratios, the negative values are much higher. Among the female rappers, Yoon Mi Rae andTymeehave the highest ratio of positive brand value."