The Brand Value Analysis is based on research done by the National Research Council Canada (NRC, Copyright 2011). The NRC Emotion Lexicon, a.k.a. EmoLex, is a list of English words and their associations with eight basic emotions (anger, fear, anticipation, trust, surprise, sadness, joy, and disgust) and two sentiments (negative and positive). The annotations were manually done by crowdsourcing. The NRC Emotion Lexicon has affected annotations for English words.