12 Brand management software, platforms and tools to understand customer perception in 2024

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 brand management platform for every occasion, for every team and for every company. Here’s what to look for, before we dive into a list of nine top brand management tools for 2024 (including our own, of course!):

• Feature set: Make a wish list of functionalities you want and what each tool offers to ensure they align with your specific brand management needs.
• Usability: Look for user-friendly interfaces that make it easy to integrate a tool into your current workflows.
• Scalability: Choose a tool that can grow with your brand and adapt to changing market dynamics.
• Integrations: Ensure software seamlessly integrates with other tools in your tech stack.
• Analytics and reporting: Look for solutions that provide comprehensive analytics to measure and track brand performance.
• Support and training: Prioritize tools that offer great customer support and training resources available so you can maximize the tool’s potential.

Discover how Attest’s brand management solutions can elevate your brand tracking and customer insights. Why stop at just managing your brand? Master it with data-driven strategies. Get in touch now to see how to transform your brand’s reach and impact using consumer insights.

Brand management tool	Key features	Best uses	Pricing	G2 Rating
Attest	International 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	Learn about Attest pricing	4.5 Stars
Brand24	Social media monitoring and analytics reporting Crisis management	Track your brand mentions on social media	Pro plans start at $178	4.6 Stars
Brandwatch	Social media listening, analytics, and reporting Campaign management	Social media listening	Available on request	4.4 Stars
Cision	Media outreach, monitoring and analysis Influencer identification and management	Managing earned media	Available on request	4 Stars
Reputology	Review monitoring Review management and responses Reputation insights dashboard	Automation allows you to respond to reviews when it matters most	Single location plan starts at $29 a month per location	4.7 Stars
Uberall	Brand reputation management Location-based marketing Alignment capabilities to manage branding across multiple online locations	Make search engines work for your local business	Available on request	4.4 Stars
Frontify	Digital asset management Brand management Collaboration and communication	Build an immersive brand experience	Starts at $79 per month	4.6 Stars
Bynder	Digital asset management Brand management Automated workflows	Brand asset management software	Available on request	4.5 Stars

1. Attest – the best tool for brand tracking surveys

Attest is a market research and brand tracking platform designed to deliver critical insights into consumer behavior and market trends. You get access to an extensive consumer base of 125 million people in 59 countries to track anything related to your brand or industry, which allows for data-driven decisions with confidence. 

Pricing: There are three tiers to pick from, depending on the volume of surveys you intend to send. Every Attest package includes designated research support from our Customer Research Team.

Best Uses: brand tracking made fast and easy

Rating: 4.5 stars on G2

One of the things we love is the hands-on support Attest gives. We come from a business that doesn’t have a marketing insights department. The fact that we as marketers can feel confident in being able to run really interesting insights surveys is why we continue to work with Attest.

Liz Yates, Head of Growth at Oddbox

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!

2. Brand24 – track social brand mentions

Brand24 is a social media monitoring tool that allows you to stay on top of your brand’s online reputation. The platform specializes in tracking brand mentions across social media platforms, offering real-time analytics and reporting. You get to respond immediately and effectively to negative comments, and be proactive in positive engagement with your audience as well.

Pricing: Individuals and small brands can start tracking three keywords for $79 per month. Pro plans start at $199 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.

3. Brandwatch – social media analytics and reporting

Brandwatch is a popular tool for social media analytics and campaign management. Their platform offers in-depth social media listening capabilities, enabling brands to monitor and analyze online conversations and sentiment. You get deep insights into your social media performance, can track campaign ROI, and make strategic, informed decisions based on social data that does more than scratch the surface.

Pricing: Brandwatch does not mention prices on its website. For pricing info on their full product suite, book a meeting.

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.

4. Cision – media monitoring and relationship management

Cision is a media monitoring and influencer management platform. It enables tracking media coverage across traditional and digital channels. You can identify key influencers for your brand, manage media outreach, and maintain relationships with important stakeholders, all from one platform.

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.

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

Reputology specializes in review monitoring and management, which is great for businesses who are proactive when it comes to customer feedback. The platform offers a centralized dashboard for monitoring reviews across various platforms, providing insights into customer sentiment and allowing your brand managers to respond quickly to customers — whether it’s to positive or not-so-positive feedback. 

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.

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

Uberall focuses on local brand reputation management and location-based marketing. This platform is particularly beneficial for businesses with multiple physical locations. It offers tools to manage online presence and customer interactions. 

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

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

Frontify is a digital asset management and brand management platform ideal for image-driven brands. Their tool offers a centralized system for managing digital assets, a must-have if you want to maintain brand consistency across all your marketing channels. Teams can collaborate easily, share feedback, and make sure there’s a unified brand experience.

Pricing: You can start with the free trial, and get a quote for your own plan. Frontify charges for monthly active users (MAU), and you only pay for people who actually use the platform, but no prices are mentioned on the website.

Best Uses: Building an engaging and immersive brand experience

Rating: 4.5 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!

8. Bynder – brand asset management software

Bynder is digital asset management software for brand asset management. The platform helps you organize and share your digital content. You can automate workflows, and get access to a bunch of tools that aid with brand consistency — all in a user-friendly interface.

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.

9. Hootsuite – manage all things social media from one platform

Hootsuite is a well-known social media management tool that brings scheduling posts, tracking brand mentions, and analyzing your social media strategy together in one platform. You get access to analytics to help optimize engagement, and tools that facilitate team collaboration and content approval.

Pricing: Hootsuite’s plans start at $99. If you decide to skip the free 30-day trial, you get 20% off.

Best Uses: Ideal for comprehensive social media management across multiple platforms.

Rating: 4.2 Stars

Key features:

1. Social media scheduling and monitoring: Hootsuite’s Social Media Scheduling and Monitoring feature streamlines the process of managing your online presence across major social media platforms. It allows you to schedule posts in advance, ensuring a consistent and strategic approach to content distribution. 
2. Analytics and reporting: Hootsuite’s Analytics and Reporting tools provide valuable insights into your social media performance. With detailed reports on engagement metrics, audience growth, and content effectiveness, you can fine-tune your social media strategy. 
3. Team collaboration: Hootsuite facilitates teamwork with a range of features, from easy content approval processes to communication tools that make it easy to share feedback, and stay updated on social media activities.

10. Sprout Social – plan ahead and dive into analytics for your socials

Sprout Social offers advanced analytics to understand social media performance and audience engagement deeply. Its social listening capabilities enable you to monitor brand discussions across networks, while the content calendar aids in organizing and planning social media content. 

Pricing: Sprout Professional starts at $399 per month, and each additional user adds $299 per month.

Best Uses: Perfect for deep social media analytics and engagement strategies.

Rating: 4.4 Stars

Key features:

1. Advanced analytics: Sprout Social’s Advanced Analytics go beyond basic metrics to offer detailed analysis of user interactions, content effectiveness, and audience demographics. 
2. Social listening tools: Sprout Social’s Social Listening Tools allow you to keep their finger on the pulse of what’s being said about your brand across various social networks. This tool is essential for understanding public perception, identifying emerging trends, and gauging brand sentiment.
3. Content calendar: Organizing and planning social media content is less time consuming and chaotic with Sprout Social’s Content Calendar simplifies this process. Schedule and manage posts across multiple platforms, to make sure you’re getting your brand out there with a consistent and coherent brand message.

11. Birdeye – AI-powered  reputation management platform

Birdeye specializes in aggregating reviews and managing online reputation. Its platform consolidates reviews from various platforms into a user-friendly dashboard, offering sentiment analysis to gauge customer sentiment effectively. It streamlines review management, making it easier for brands to maintain a positive online presence and respond to customer feedback ASAP.

Pricing: Birdeye offers a pricing configurator to help you figure out your price based on your number of locations. 

Best Uses: Exceptional for online reputation management and review aggregation.

Rating: 4.8 stars

Key features:

1. Review aggregation: Birdeye’s Review Aggregation feature allows you to gather and centralize reviews from various platforms into a single, accessible dashboard. This holistic view of customer feedback from sources like Yelp, Google, and industry-specific platforms gives you a 360-degrees understanding of what consumers think and say about your brand 
2. Sentiment analysis: Understanding how customers feel about your service or product is key, and Birdeye’s Sentiment Analysis tool uses advanced algorithms to analyze the tone and emotions expressed in reviews. This feature helps your brand gauge overall customer sentiment, identify emerging trends in feedback, and pinpoint areas for improvement.
3. Review management: Birdeye’s tool streamlines everything for online reputation management. It not only allows for quick and organized responses to customer reviews but also offers features to help manage and resolve customer issues effectively.

12. Hubspot – all-round brand management and a solid CRM

Hubspot serves as an all-in-one marketing platform, integrating CRM, email marketing, content management, and social media tools. Its SEO and analytics tools are designed to optimize and track online presence, while its automation features ensure efficient process streamlining. Hubspot is ideal for businesses seeking an integrated approach to marketing and customer relationship management.

Pricing: Hubspot allows you to build your own bundles based on what you need, with plans starting around $20/month.

Best Uses: A holistic solution for inbound marketing and CRM.

Rating: 4.4 Stars

Key features:

1. All-in-one marketing platform: HubSpot’s platform provides a complete solution for managing your CRM, email marketing, content, and social media in one integrated space. You can easily track customer journeys, personalize your outreach, and analyze the effectiveness of different marketing channels.
2. SEO and analytics tools: HubSpot’s SEO and analytics tools are designed to level up your online visibility and help you understand your audience better. Conduct keyword research, optimize your content for search engines, and track your website’s performance in real time. 
3. Automation and integration: HubSpot simplifies marketing with its automation capabilities, allowing you to set up efficient workflows for lead nurturing, email campaigns, and social media management. Get even more out of it by seamlessly connecting Hubspot with a wide range of third-party tools and services for a well-oiled marketing ecosystem. 

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

Selecting the ideal brand management tool streamlines your operations, boosts brand awareness, and facilitates data-driven decisions. It gives you a competitive edge through efficient competitor monitoring and task automation, freeing up time for strategic growth. This integration transforms your brand into a dynamic, market-leading force.

Discover how Attest can elevate your brand management strategy. Book a demo now and tap into targeted consumer data that drives results.

FAQ

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!