Social media have gained increased attention in recent years. Social networking platforms are commonly utilised to share and spread opinions on a wide range of subjects, both publicly and privately. Twitter is a social networking platform that is becoming more and more popular. Businesses now have a rapid and effective way to study client opinions on topics that are essential to their marketability via Twitter. A method to computationally measuring customer perceptions is to create a programme for sentiment analysis. This study presents the concept of a sentiment analysis that extracts sentiment from a sizable number of tweets. The results divide consumers' opinions of brand memory via tweets into two categories: pleasant and unpleasant, which are depicted in a matrix and affinity diagram. The research did intend to determine consumer perceptions of brand recall, but due to NCSU's limitations regarding the data that can be pulled from Twitter; this approach will need to be used in conjunction with other social media and e-commerce platforms going forward.