One key measure of a successful branding campaign is in how it creates positive consumer sentiment about a given company and its offerings. Officially, the concept of “consumer sentiment” arose around the 1950’s as a statistical measurement of the economy’s health as determined by consumer confidence—or lack thereof--in both their own financial situation and the overall economy.
Broadly defined, “sentiment” is an attitude that evolves into a behavior. After all, you have to like something or someone before you show them love, right? Like a brand or company and its people, product, service, philosophy or other attribute, and you are naturally inclined to be more of an influencer, a recommender, a repeat customer, an ambassador, even an acolyte.