9 Brand management software, platforms & tools to understand customer perception in 2023

Looking for brand management tools? We review 9 of the best and explain why they should be in every marketer's tech stack.

All brands should track their brand equity and performance—and their competitors’—to make sure you stay on top of changes that might affect your customer acquisition and retention. Brand management software gives marketers the tools to design, deliver and measure the perception, purpose and awareness of a brand.

With the right brand management tools, you can control your brand both locally and globally, giving every market the attention it needs.

There’s a big range of brand management solutions out there, each with its own variety of features and functionalities. Some tools are used to create effective roadmaps for brand managers, agencies, CEOs and partners to follow.

Other brand management software provides a centralized database of brand assets to ensure brand consistency.

And then there are the tools that offer features such as social listening and data gathering to track the impact of marketing on brand awareness and brand reputation. As you can tell, there’s a brand management platform for every occasion, for every team and for every company.

Here, we review nine top brand management tools for 2023 (including our own, of course!) and explain why brand managers and marketers should have them in their tech stack.

Brand management toolKey featuresBest usesPricingG2 Rating
AttestInternational consumer base

Insights from a designated research expert

Reliable survey data checked with a blend of automated and human expertise.

Brand tracking templates ready to send for fast (and crucial) insights
Brand tracking made fast and easy$0.50 per response—more about pricing4.6 Stars
Brand24 Social media monitoring and analytics reporting

Crisis management
Track your brand mentions on social mediaPro plans start at $1784.6 Stars
BrandwatchSocial media listening, analytics, and reporting

Campaign management
Social media listeningAvailable on request4.4 Stars
CisionMedia outreach, monitoring and analysis

Influencer identification and management
Managing earned mediaAvailable on request4 Stars
ReputologyReview monitoring

Review management and responses

Reputation insights dashboard
Automation allows you to respond to reviews when it matters mostSingle location plan starts at $29 a month per location4.7 Stars
UberallBrand reputation management

Location-based marketing

Alignment capabilities to manage branding across multiple online locations
Make search engines work for your local businessAvailable on request4.4 Stars
FrontifyDigital asset management

Brand management

Collaboration and communication
Build an immersive brand experienceStarts at $79 per month4.6 Stars
BynderDigital asset management

Brand management

Automated workflows
Brand asset management softwareAvailable on request4.5 Stars

1. Attest – the best tool for brand tracking surveys

Pricing: You can launch your first brand tracking survey for free! And every Attest package includes designated research support from our Customer Research Team.

Best Uses: brand tracking made fast and easy

Rating: 4.6 stars on G2

Attest brand tracking tool

Key Features:

  1. Access to a large consumer base: Attest gives your business access to a huge consumer base of over 125 million people in 59 countries. And we reach a wide range of consumer panels to make sure your insights are from a truly representative audience. This allows you to gain insights and feedback from a diverse range of consumers, letting you make informed decisions about your products and services.
  2. Designated research expert: Attest gives you a dedicated research expert to help you make the most of your research. This research guru can provide guidance on how to use our brand management platform, as well as assist with survey design, sample selection, and data analysis.
  3. Accurate consumer insights: Insights with Attest are checked by a blend of automated and human checks, giving you peace of mind that your data is reliable.
  4. Survey templates and easy interface: Attest has an easy interface and provides survey templates (including dedicated brand tracking survey templates), which allows businesses like yours to launch surveys quickly and without needing design or technical expertise. This can help you get feedback and insights in a more efficient and timely manner. You could be getting results in as quickly as… today!

Measure your brand awareness with quality insights

From broad marketing impact to zeroing in on niche consumer insights, Attest surveys are tailored to what your brand needs to know – reach 125 million+ real people in 58 markets.

Book a demo

2. Brand24 – track social brand mentions

Pricing: Individuals and small brands can start tracking three keywords for $49 per month. Pro plans start at $178 and let you track 12 keywords

Best Uses: keep track of your mentions on social media

Rating: 4.6 Stars

Key Features:

  1. Social media monitoring: Brand24 is a reputation monitoring tool with a focus on socials. It allows businesses to monitor and track mentions of their brand across various social media platforms, such as Twitter, Instagram, and Facebook. This can include identifying influencers who are discussing the brand, and measuring the overall sentiment of the conversation. All automated, of course.
  2. Analytic reporting: Brand24 provides businesses with detailed analytics and reporting, which can help them understand the performance of their brand and how it is being perceived by their audience. You get a great overview of what’s happening with your brand and customer engagement.
  3. Crisis management: Some customer interactions need to be dealt with immediately. Brand24 includes tools that can help businesses respond quickly to negative mentions of their brand, and mitigate any potential damage to their reputation.
Brand24 brand management software

3. Brandwatch – social media analytics & reporting

Pricing: for pricing info on their full product suite, you’ll have to book a meeting. The package with social for small businesses starts at $108 a month.

Best Uses: a social media tool for any business

Rating: 4.4 Stars

Key Features:

  1. Social media listening: Brandwatch is a personal social media spy for your brand. It helps you track mentions of your brand and competitors on social media, review sites, news outlets, and blogs. And it even tells you how people feel about your brand with sentiment analysis.
  2. Analytics and reporting: Brandwatch provides you with a range of analytics and reporting tools, such as trend analysis, data visualization, and audience demographics. This helps you understand your brand’s performance, and make data-driven decisions. Oh, and you can easily compare it to your competitors. Because it’s all relative, right?
  3. Campaign management: Brandwatch allows you to create and manage social media campaigns, track their performance, and measure their ROI. Plus, it includes tools for creating and distributing content, as well as for identifying and engaging with key influencers. Your social media team will thank you.
Brandwatch brand management platform

4. Cision – media monitoring & relationship management

Pricing: Cision doesn’t mention pricing for their brand management solution on their website, but you can book a meeting to find out.

Best Uses: manage your earned media better

Rating: 4 Stars

Key Features:

  1. Media monitoring and analysis: Keep an eye on what people are saying about you with Cision. This software solution is like the fly on the wall of a variety of traditional and digital channels, including news outlets, social media, and blogs. It also offers analytics tools to measure the impact of media coverage and track key metrics such as reach and sentiment.
  2. Influencer identification and management: Influencers are more important than ever. But there’s also a lot of them, making it hard to know who to interact with. Cision helps you identify and engage with key influencers in your industry. Think journalists, analysts, and even bloggers or social media influencers. It also includes tools for creating and distributing content to these influencers, which they’ll be very grateful for. Show them that your serious!
  3. Media outreach and relationship management: media outreach and relationship management can be a tedious task. Not with Cision, though. It helps you build a contact database of journalists, newsrooms and other media. Plus, it comes with tools for sending press releases and pitching stories. You focus on the pitch, and Cision does all the busywork.
Cision brand management software

5. Reputology- the review monitoring tool to track brand perception

Pricing: Reputology makes pricing plans based on how many locations you are managing. Their single location plan starts at $29 a month per location.

Best Uses: automation lets you respond to reviews when it matters

Rating: 4.7 Stars

Key Features:

  1. Review monitoring: Yelp, Google, and TripAdvisor: if you’re running a restaurant, chances are reviews are showing up on all these platforms every day. If you want to manage your online reputation better, check our Reputology. It comes with all the analytics tools you need to measure the performance of your business over time.
  2. Responding and managing reviews: No more jumping from tab to tab. Reputology gives you a unified inbox for managing customer reviews, direct messages, and comments across multiple review sites, social media platforms, and messaging apps. In that tool you can easily respond to reviews and track the response history. We know the customer is always right, but sometimes it helps to check.
  3. Reputation insights: It all comes together in a sleek dashboard that gives you a quick overview of your overall reputation score and performance, as well as detailed insights into their reviews and ratings on different platforms.
Reputology brand management tool

6. Uberall – manage reviews and brand reputation for local businesses

Pricing: Uberall has beautifully named pricing packages Get Found, Be Chosen and Thrive. You will however have to contact them to get a quote on all of them.

Best Uses: make search engines work for your local business

Rating: 4.4 Stars

Key Features:

  1. Manage your brand reputation: Uberall helps you read and respond to all the reviews that popup across the web. They bring it all together in one place, giving you full control and enabling you to analyze how your reputation evolves.
  2. Location-based marketing: Uberall allows your business to create a great customer experience, building bridges between the online and offline worlds. It enables you target and engage with customers based on their location and behavior, using geofencing and geotargeting techniques.
  3. Mission control: If you are managing multiple locations, you probably wish you could be in multiple places at once. Uberall can’t clone you or do anything like that just yet, but it does give you mission control: helping your business and brand be accurate everywhere it can be found online
Uberall brand management platform

7. Frontify – digital asset management platform for image-driven brands

Pricing: Fronitfy has one free plan for managing your brand. If you need a more elaborated version of that, take the Starter plan for $79 per month.

Best Uses: Building an engaging and immersive brand experience

Rating: 4.6 Stars

Key Features:

  1. Digital asset management: Frontify is here for all your brand management activities. It is a digital asset manager that keeps every brand asset in place, from logos, images, to style guides.
  2. Brand management: You want your marketing campaigns to be on brand, your social media channels to be consistent and your marketing team to agree on what to communicate. Frontify helps you show off your brand in a consistent way and become more recognizable with every piece of content you put out.
  3. Collaboration and communication: Frontify allows you to collaborate and communicate with team members and external stakeholders, through sharing assets, comments, and feedback. It’s a great tool to make creative sessions more efficient!
Frontify brand management software

8. Bynder – brand asset management software

Pricing: You can speak to a bot on their website to find out more about their pricing details.

Best Uses: brand asset management software for all your creative content

Rating: 4.5 Stars

Key Features:

  1. Digital asset management: Keeping all your digital assets in one place is paramount for a good workflow. Bynder is like a digital treasure chest for all your brand’s assets. It automatically generates metadata for your assets and you can even keep track of different versions of the same asset. Plus, it’s super easy to share assets with your team and external stakeholders.
  2. Brand management: Bynder helps you keep your brand consistently looking fresh by providing a central location for storing and distributing brand assets like logos, images, and style guides. This way, no matter who is creating content for your brand, it will always look on point.
  3. Automated workflows: Bynder’s automation tools make it a breeze to get things done. You can set up automatic approvals for new assets, automate metadata creation, and even convert files without lifting a finger. Well, maybe one.
Bynder brand management tool

Who should use brand management software?

Not sure if you actually need a brand management solution? Here’s who we have seen benefits the most from brand tracking using tools like the ones listed above:

Companies who want a clear brand presence

Companies that get talked about a lot online (or want this to happen!): Are you constantly monitoring your brand’s mentions online? These tools got you covered, they help you keep track of what people are saying about your brand on social media, review sites, and more. Let’s ditch the idea that even bad publicity is good and start reacting to all your mentions in a way that helps consumers.

Marketing and PR teams

If you’re part of a marketing or PR team, these tools are a lifesaver. You can use them to see who’s talking about your brand, what they’re saying, and how to respond to it. Plus, you can identify and connect with key influencers in your industry. Last but not least, you can source inspiration for campaigns from the mentions you see. It’s all out there, you just have to listen.

Creative teams

Give your designer and copywriter access to brand management tools and watch them thrive. Creatives can use these tools to streamline their work, but can also get valuable information from it, helping them create content that is on brand.

Social media professionals

Social media managers, listen up! These tools make it a breeze to schedule and publish posts, monitor conversations, and track analytics across multiple platforms. If you’re not using brand management tools for your social media marketing and just diving into each platform one by one, you are losing time, and not adding the value that you could.

Customer service teams

Want to take your customer service to the next level? These tools can help you manage customer reviews, respond to inquiries, and track customer feedback in one place. Remember: your customers will see your customer service team as ”the brand”, so give that team all the tools they need to present themselves as best as they can!

Teams who need to save time

Teams looking to save time: Want to work more efficiently? These tools can automate tasks, manage digital assets, and streamline your workflows.

New brands (or businesses launching new products)

Businesses launching new products, services or campaigns: Want to know more about your audience, customers and competitors? These tools provide you with detailed analytics and insights to help you make data-driven decisions.

Choose the brand management tool or software that fits your needs

FAQ

1. What are brand management tools?

Brand management tools are software that help businesses manage and maintain their brand image and reputation. They provide features such as social media monitoring, analytics, and crisis management. An example is Attest, which allows businesses to launch surveys and access a large consumer base for insights.

These tools help businesses track mentions, measure performance and create and distribute branded content, ensuring consistency and addressing any negative mentions to protect their reputation.

2. What is a brand management framework?

A brand management framework is a set of guidelines and processes that businesses use to establish and maintain their brand identity. It’s like a roadmap that helps businesses navigate the complex world of branding and ensure that they are consistently presenting their brand in the best possible light.

A good brand management framework should include elements such as a clear brand strategy, brand positioning, target audience identification, and communication guidelines. It should also include a process for monitoring and measuring brand performance, as well as guidelines for responding to and addressing any negative mentions or feedback.

3. How do you develop a brand strategy?

Developing a brand strategy can feel like a daunting task, but it doesn’t have to be! Here’s a quick and easy way to get started:

a) Get to know your audience: Surveys are the not-so secret weapon when it comes to understanding your target audience. Use them to gather insights on what people like and dislike, what they’re looking for, and what sets you apart from the competition.
b) Define your brand personality: Once you’ve gathered all that information, use it to define your brand’s mission, values, and unique selling points. Think of it like creating a character for your brand, it has its own personality, mission and values.
c) Make a statement: Use your brand personality to create a positioning statement that clearly communicates the unique value that your brand offers to your target audience. Imagine your brand is a person, how would it introduce itself to someone?
d) Brand guidelines are your best friend: These guidelines will help ensure consistency in all of your branding efforts, from your logo to your messaging. Think of them as a dress code for your brand.
e) Measure and improve: Once your brand strategy is in place, it’s important to implement it across all of your marketing efforts and measure its effectiveness. Use surveys again to get feedback and insights on how to improve your brand strategy. Remember, a brand strategy is never finished, it’s always evolving and adapting to the market.

By following these steps and using surveys to gather customer insights, you’ll be able to develop a brand insight strategy that truly resonates with your target audience and helps you stand out in the market. And remember, don’t take it too seriously, have fun with it!

Gain vital brand insights with Attest

It doesn’t take an entire agency to gather the best brand data – just the right tool. Our built-in survey templates and easily tailored demographic filters are here to help you measure your branding strategy in real time.

Book a demo

Sam Killip

VP Customer Success 

Sam joined Attest in 2019 and leads the Customer Research Team. Sam and her team support brands through their market research journey, helping them carry out effective research and uncover insights to unlock new areas for growth.

See all articles by Sam