What brand sentiment means in reviews
Brand sentiment analysis usually means social media, but reviews contain it too. When customers write "always trust this brand for gold", "overpriced for the name" or "my family has shopped here for years", they are describing the brand, not just the visit.
Brand-level topics
- Trust and reliability.
- Value for money and price perception.
- Quality reputation.
- Loyalty and history ("for years", "always come back").
- Recommendation language ("would recommend", "tell my friends").
- Comparison with other brands.
Measuring it
- Tag brand-level mentions separately from visit-level ones.
- Track positive and negative share for each brand topic.
- Split by region, city tier and channel.
- Watch after campaigns, price changes and incidents.
An example
After a price increase, a jewellery brand sees value-for-money mentions turn more negative in tier-2 cities while trust mentions stay strongly positive everywhere. The brand keeps its quality messaging and reviews how making charges are explained in those cities.
Common mistakes
- Mixing visit complaints into brand sentiment.
- Only measuring social media.
- Ignoring regional differences.
- No quotes behind brand findings.
Common questions
Who uses brand sentiment from reviews?
Marketing and brand teams, alongside CX.
Does it replace brand tracking surveys?
It complements them with unprompted language from customers.
How do we separate brand from store?
Tag brand-level statements separately; they often use "this brand" or comparisons.
How often should we track it?
Monthly, with a closer look after campaigns or price changes.
Checklist
- Brand topics defined.
- Brand and visit mentions separated.
- Regional splits.
- Quotes for every finding.
In short
Reviews contain brand sentiment about trust, value, quality and loyalty. Tag it separately from visit feedback, track it by region and time, and use it alongside social listening.
What brand mentions look like
Trust: "I always buy gold here because I know the purity is right." Value: "Good quality but you pay for the name." Loyalty: "Our family's jeweller for three generations." Comparison: "Better service than the big brand next door." Each of these says something about the brand that a store visit alone does not explain.
Before and after campaigns
When marketing launches a campaign, price change or new positioning, record brand-topic sentiment for the two months before and compare with the two months after, by region. Reviews will not tell you about reach, but they will tell you whether customers who visited came away describing the brand differently.
Reporting brand sentiment
Report a short brand view alongside the operational one: trust, value and quality sentiment by region and month, with three quotes each. Marketing teams get unprompted customer language they can use, and leadership sees whether operational problems are starting to affect how the brand is described.
Who should own it
Brand sentiment from reviews sits naturally with marketing or brand teams, but they need CX to keep the classification consistent. Agree which topics count as brand-level, review them quarterly, and make sure operational issues behind brand complaints reach operations.
Doing this with Falcon
Falcon measures sentiment for every theme a review mentions rather than one score per review, keeps the exact words that support each label, and reports negative share by topic, store and month with small samples flagged and unclear texts kept visible. Every number opens the reviews behind it.