What is Brand Sentiment?

What Is Brand Sentiment?

Brand sentiment is the overall emotional tone—positive, negative, or neutral—that people express about your brand across digital and offline channels.

Complete Definition:

Brand sentiment reflects the collective feelings, opinions, and emotional perceptions that audiences hold about a brand, shaped by their experiences and interactions. It emerges from conversations and feedback across social media, online reviews, forums, surveys, and other channels, and contributes to a brand’s share of voice.

Because it evolves in real time, brand sentiment serves as a key reputation metric for marketers, SEO teams, and business leaders to monitor, analyze, and improve. Tracking sentiment alongside related metrics like brand mentions provides a more complete view of visibility, authority, and public perception.

What's the Difference Between Brand Sentiment and Brand Image?

Brand sentiment measures how people currently feel about your brand, while brand image is the identity and perception your company aims to project through messaging and design.

Types of Brand Sentiment

Brand sentiment is typically classified into three categories, each reflecting a distinct emotional stance toward a brand:

• Positive Brand Sentiment: characterized by enthusiastic support, satisfaction, and willingness to recommend the brand.
• Negative Brand Sentiment: reflects dissatisfaction, complaints, or negative experiences that can harm reputation.
• Neutral Brand Sentiment: indicates a lack of strong emotion—neither positive nor negative—often signaling missed opportunities or inconsistent experiences.

Understanding the distribution of positive, negative, and neutral sentiment helps brands identify strengths, address weaknesses, and spot opportunities to improve perception.

Sentiment Examples

• Positive sentiment: a customer sharing a five-star review and praising customer service demonstrates strong positive sentiment.
• Negative sentiment: a customer posting about a delayed delivery and lack of response from support, signaling frustration and risk to reputation.
• Neutral sentiment: a customer noting, “Shipping was fine and the product works,” without expressing strong praise or dissatisfaction.

Where Brand Sentiment is Measured

Brand sentiment is surfaced and measured across multiple digital and offline environments, which provide the data for sentiment analysis tools to detect and quantify public opinion.

• Social media platforms: Capture real-time emotional reactions, discussions, and trends about brands.
• Online reviews and ratings: Sites like Google, Yelp, and Trustpilot reflect customer satisfaction, loyalty, and recurring issues.
• Forums and community sites: Platforms such as Reddit and Quora reveal unfiltered opinions and peer recommendations.
• AI-powered answer engines: LLMs like ChatGPT, Gemini, and Perplexity use sentiment signals to decide which brands to cite or mention in responses.
• Surveys and direct feedback: Structured insights into emotional perception and satisfaction levels.

According to BrightLocal, 98% of consumers read online reviews for local businesses, and 76% do so regularly, highlighting the near-universal role of reviews in shaping sentiment and discovery.

Why Measuring Brand Sentiment Matters

Measuring brand sentiment provides a clear view of how people feel about your brand–and those feelings directly influence perception, trust, and discoverability across online and offline channels.

Strong sentiment provides positive authority signals, boosts AI search visibility, and supports customer loyalty, while negative sentiment can reduce visibility and erode long-term brand equity.

When combined with related metrics like citation share, sentiment data helps teams pinpoint where they are winning attention and where competitive gaps exist.

Benefits of maintaining positive sentiment include:

• Greater AI visibility: increases the likelihood of being cited or mentioned in zero-click results and AI answer boxes.
• Reputation protection: helps safeguard against negative viral moments or crises.
• Customer retention: correlates with higher repeat purchase rates and long-term loyalty.
• Content performance: improves the effectiveness of marketing strategies by aligning with audience sentiment.

According to research from Bazaarvoice, shoppers who engage with user-generated content (ratings, reviews, Q&A) convert at a 144% higher rate, underscoring the revenue impact of strong sentiment.

How Does Brand Sentiment Affect AI Search Visibility?

AI answer engines and search platforms often prioritize brands with positive sentiment, increasing the likelihood of being cited or mentioned in zero-click results and answer boxes.