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Photo courtesy of Kiwoom Securities |
[Alpha Biz= Paul Lee] Kiwoom Securities has dropped to ninth place in South Korea’s latest brokerage brand reputation rankings, marking a sharp decline over the past three months.
According to the Korea Corporate Reputation Research Institute, Kiwoom Securities fell from fourth place in January to fifth in February and further down to ninth in March, slipping behind not only major firms but also some smaller brokerages.
The March rankings were topped by Mirae Asset Securities, followed by Samsung Securities and NH Investment & Securities in second and third place, respectively. They were followed by Korea Investment & Securities, KB Securities, SK Securities, Daishin Securities, and Shinhan Investment & Securities, with Kiwoom Securities placing ninth.
Notably, Kiwoom—long considered a strong player in the retail brokerage segment—ranked below SK Securities, a smaller firm that falls outside the top 20 in terms of equity size.
The rankings were based on an analysis of 53.95 million pieces of brand-related big data collected between February 12 and March 12, covering 24 brokerage firms with high levels of consumer interest.
The brand reputation index was calculated by combining multiple indicators, including participation, media exposure, communication, community engagement, and social contribution. The evaluation also incorporated factors related to financial consumer protection, ESG metrics, and owner-related risks.
Mirae Asset Securities maintained a dominant lead in the rankings, reflecting strengthened brand power alongside its recent stock price gains.
AlphaBIZ Paul Lee(hoondork1977@alphabiz.co.kr)
