The Credibility of Brand Reputation Rankings

Lately, fans of a certain idol group have been claiming that Brand Reputation Rankings are highly credible, but that is not a fact. Here is why:
First, the calculation algorithm is undisclosed and opaque.
To be a credible indicator, the data collection sources, sample size, and the weighting and processing methods for each index (participation, media, communication, community, etc.) must be objectively verifiable. However, these rankings do not disclose their core formula (algorithm) to the public at all, making verification impossible.
Additionally,
Contradictions and distortions in big data processing.
Since the rankings are primarily aggregated based on online buzz (exposure and search volume), a paradox occurs where search volume spikes caused by negative issues—such as controversies or scandals—can actually increase reputation scores, rather than just positive evaluations. Furthermore, they can be significantly influenced by collective searching/commenting efforts from fandoms or the involvement of viral marketing agencies.
In conclusion, Brand Reputation Rankings are not certified reliability indicators, but merely short-term marketing viral metrics. Therefore, they are insufficient to be used as a standard for investment decisions, brand value assessment, or corporate performance evaluation.