EXO's collaboration with comedian Yoo Jae Suk seemed to have good impact to the group as they have recorded the highest brand reputation from Aug. 12 through Sept. 13; hence, EXO finally dethroned BTS who have been topping the rank for quite a while.
According to Allkpop, EXO recorded a combined brand reputation of 6.41 million having 1.53 million participation value and 4.88 million communication value. The figures recently released by the Korea Institute of Corporate Reputation showed EXO increased their brand reputation by 348.63% as compared from August data.
On the other hand, BTS has a total brand reputation of 6.40 million from its 2.65 million participation value and 3.75 million communication value with a 13.76% increase from their previous record.
EXO and BTS were followed by Seventeen on the third place with 2.94 million brand reputation, and VIXX and BIGBANG on the 4th and 5th rankings with 2.35 million and 1.87 million brand reputations respectively.
"The results of the September analysis for the brand value of boy groups show that BTS, which has protected its top ranking for a long time, has dropped down to second," Director Goo Chang Hwan said.
He went on, "EXO, which took first, are receiving good results in various music chart rankings, and while preparing the collaboration stage with Yoo Jae Suk, they grabbed a lot of attention from consumers."
The highly-anticipated collaboration of EXO and Yoo finally took place in Bangkok on Sept. 11, Soompi reported. The famous comedian made an appearance during EXO's concert and performed with them.
Aside from that, EXO and Yoo are reported to release a duet song titled "Dancing King" on SM Entertainment's "Station" channel. Reports suggest that the collaboration single will be dropped within the week. In addition, Yoo's preparation for his collaboration with EXO will be featured in the upcoming episode of "Infinite Challenge."
