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Business Korea’s ranking of luxury brands’ reputations

Business Korea’s ranking of luxury brands’ reputations

The Korean financial magazine Business Korea published a survey about the state of luxury brands for June 2021. The survey was conducted in the form of a ranking, with Louis Vuitton topping the list.

 

The survey on the state of luxury brands is based on big data analysis and was conducted by Business Korea magazine and the Korea Reputation Center, which frequently conducts analyses on brand reputation and consumer sentiment.

 

Based on the top 30 luxury brands in the market, the two organizations analyzed 45,014,023 data over a one-month period from May 23, 2021 to June 23, 2021. In the survey, Business Korea and Korea Reputation Center focused on five categories to best understand consumer desires.

 

These five categories are participation value, communication value, social value, market value and financial value of brands The final reputation index of a brand is based on three criteria: participation, communication and community.

 

The 30 brands include: Louis Vuitton, Gucci, Chanel, Prada, Dior, Burberry, Hermes, Bottega Veneta, Balenciaga, Tory Burch, Celine, Cartier, Coach, Fendi, Vivienne Westwood, Bulgari, Goyard, Rolex, MCM, Marc Jacobs, Chloé, Salvatore Ferragamo, Loewe, Couronne, Kangol, Paul Smith, Bao Bao, Longchamp, Mulberry and Givenchy.

 

The top five luxury houses

 

The top spot in the ranking is held by Louis Vuitton, with an engagement index of 2,112,849, a communication index of 2,109,946, a community index of 2,089,632 and a brand reputation index of 6,312,427.

 

Louis Vuitton came out on top in our first luxury brand reputation survey,” said Lee Song-hoon, marketing director of Business Korea. “Louis Vuitton is a French luxury brand founded in 1854. It opened its first store in Paris that year. It is known for destroying its surplus products to preserve its reputation for exclusivity.”

 

Next, Italian fashion house Gucci, under the leadership of Alessandro Michele, came in second place. Its participation index is 1,190,225 while its communication index is 2,060,061 and its community index is 2,090,398. As for the brand reputation index, it is 5,340,684.

 

The French company Chanel is in third place, with a participation index of 927,510, a communication index of 1,653,383, a community index of 1,717,598 and a brand reputation index of 4,298,491.

 

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Prada claims fourth place and records a participation index of 661,130, a communication index of 1,761,139 and a community index of 1,386,354 and a brand reputation index of 3,808,623.

 

Dior finally came in fifth, with a community index of 1,124,041, a participation index of 811,486, a communication index of 1,006,084 and a brand reputation index of 2,941,611.

 

 

Read also > LOUIS VUITTON: VIRGIL ABLOH UNVEILS TODAY HIS MEN’S SPRING-SUMMER 2022 COLLECTION

 

Featured photo: © Louis Vuitton

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