Learn all about digital marketing, we have built this glossary to help you understand everything to thrive in online marketing and promoting your website or business.
What is Brand Sentiment?
Brand sentiment refers to the public opinion or emotion towards a particular brand and its products or services. It is an important indicator for businesses, as it can define the success or failure of a brand. It’s the emotional reaction customers have towards a brand, and it can be positive, negative, or neutral.
Businesses can gauge brand sentiment through various strategies like surveys, social media monitoring, or analyzing customer reviews and feedback. Measures of brand sentiment can help businesses to understand their audience better, improve their products and services, and most importantly, to manage and protect their brand's reputation.
Companies that are able to understand and respond to customer sentiment stand a better chance of achieving customer satisfaction, loyalty, and ultimately, increased sales. If a consumers' sentiment about your brand is negative, it might be time for some damage control or a change in marketing strategy.
Brand Sentiment's Role in Digital Marketing
In the digital world, brand sentiment plays a massive role in shaping and maintaining an organization's online reputation. Customer feedback and reviews shared on social media, blogs, review sites, and other digital platforms can either promote or discredit your brand.
Brand sentiment is an important metric in digital marketing because it evaluates customer satisfaction, can predict growth, improve customer service, and it also gives insight into overall brand health and reputation. It's an important tool in understanding the strengths and weaknesses of your branding and marketing strategies.
Positive brand sentiment can increase brand trust, drive organic traffic, and lead to higher conversion rates whereas negative sentiment can result in loss of public trust, decrease in customer loyalty and eventually, lower sales. Hence, monitoring and improving brand sentiment can be a powerful weapon in digital marketing.
Brand Sentiment Examples
Popular brands such as Apple or Nike are good examples of positive brand sentiment. Apple's customers are known for their brand loyalty, often waiting in long lines to buy the latest products. The customer's positive sentiment results from their belief in the brand's innovation, quality, and service.
Alternatively, a negative brand sentiment can severely damage a brand's reputation. For instance, when United Airlines forcibly removed a man from an overbooked flight in 2017, public outrage was reflected in the plummeting brand sentiment, leading to a drop in stock prices.
A neutral brand sentiment example can be a supermarket chain, which generally doesn't evoke any strong emotion in customers unless a significant event changes customer perception about it. Monitoring and striving to improve the sentiment towards a brand, irrespective of whether it's positive, negative, or neutral, is a key to a successful marketing strategy.