What do they mean by "brand value", though?
I don't find any of them particularly good looking. V can look very handsome in photos and is the most attractive of the bunch (to me -- but beauty is, of course, a very subjective thing), but his overly feminine style (wearing actual women's clothing) kind of diminishes that. JK is maybe cute, but certainly not handsome. He is the only one who can sing reliably in tune, though, so I get why he is pushed so hard. He is the main singer and carries the rest of them in terms of vocals. JM, I guess, is popular because he is the "sexy" one -- though it is hard to imagine that his flamboyancy is that attractive to women. (And his vocals are the weakest -- they can make him sound good in the studio, but live they can't hide it.) But, maybe Korean women like effeminate men? I would have thought that J!n would be #1 in Korea since he was picked to be the visual. And he is definitely more masculine than V, JK or JM. But, he doesn't seem to have much personality and his talent is mediocre, so maybe that explains why he isn't as popular?