Brand sentiment calculator
Calculate your net sentiment score from positive, negative, and neutral mentions. Benchmark against industry averages and track sentiment trends over time.
Brand sentiment measures how people feel about your brand based on mentions across social media, reviews, forums, and news. The net sentiment score is calculated as (Positive Mentions - Negative Mentions) / Total Mentions x 100, producing a value between -100 and +100. A score above +50 is considered strong, +10 to +50 is moderate, and anything below +10 signals that negative perception is eroding brand equity. Tracking sentiment over time reveals the impact of campaigns, PR events, and product launches on public opinion.
Calculator
Brand Sentiment Calculator
Formulas used
Results
Enter your brand mention data, then click “Calculate Results” to see your sentiment breakdown.
Frequently Asked Questions
What is a net sentiment score?+
Net sentiment score (NSS) is a single metric that summarizes overall brand perception. It is calculated as (Positive Mentions - Negative Mentions) / Total Mentions x 100. The result ranges from -100 (entirely negative) to +100 (entirely positive). Unlike raw mention counts, NSS accounts for volume and gives a normalized view of how favourably your brand is discussed.
How do you track brand sentiment over time?+
Effective sentiment tracking requires consistent data collection from social listening tools, review aggregators, and media monitoring platforms. Measure NSS weekly or monthly, segment by channel (Twitter, Reddit, Google Reviews, etc.), and overlay key events such as product launches or PR crises. BrandNata automates this by pulling mentions across channels and charting sentiment trends on a unified dashboard.
What are good brand sentiment benchmarks?+
A net sentiment score above +50 is excellent and typical of beloved consumer brands. Scores between +20 and +50 are healthy for most B2B and B2C companies. Scores between 0 and +20 indicate mixed perception, and anything negative means detractors outweigh promoters. Benchmarks vary by industry: tech averages around +30, while airlines and telecom often sit near +5 to +15.
What is the difference between sentiment score and NPS?+
Net Promoter Score (NPS) is a survey-based metric that asks customers how likely they are to recommend your brand on a 0-10 scale. Sentiment score is derived from unsolicited mentions across public channels. NPS captures intent among existing customers; sentiment captures perception among the broader public. Both are valuable, but sentiment provides a real-time, unfiltered signal that NPS surveys cannot match.
How can you improve negative brand sentiment?+
Start by identifying the root causes: product issues, poor customer service, or a PR incident. Respond promptly and transparently to negative mentions. Amplify positive stories from satisfied customers and employee advocates. Monitor sentiment daily during recovery to gauge impact. Long-term, invest in consistent brand experiences and proactive reputation management to build a resilience buffer against future dips.