A system and method for monitoring a brand sentiment through a plurality of different web sources are provided. The method comprises receiving a request to monitor a brand; searching the plurality of web sources for multimedia content elements related to the brand; generating at least one signature for each multimedia content element determined to be related to the brand, wherein each of the at least one generated signatures represents a concept; and correlating the concepts respective of the generated signatures to determine a context of the multimedia content elements determined to be related to the brand, wherein the context is the brand sentiment.