# Sentiment and brand perception

Understand how an AI tool describes a brand it names.

Source: https://praised.co/docs/perception
Updated: 2026-10-14

Sentiment describes the tone of answers that name the tracked brand. Positive, neutral, negative and mixed sentiment are kept as separate labels.

## Naming and tone are different

An answer that does not name the brand is outside the sentiment denominator. Absence should not be counted as neutral sentiment.

## Read the description

Perception includes the wording used about brands, the sentiment split, endorsements and naming coherence. Open the answer to understand a label in its context.

Sentiment and recommendation rate answer different questions. An AI tool can describe a brand favourably without recommending it for the buyer’s particular need.