11 brand tracking tools for marketers (and how to use them to monitor brand awareness)

Understanding how your brand is perceived isn’t just nice to have. It is essential. Brand tracking tools help you measure key metrics like awareness, sentiment and reputation so you can make informed decisions and grow with clarity.

Unlike social listening tools, which focus mainly on social media presence, brand tracking software gives you a fuller picture. It helps you understand not just what people are saying but how they feel and how that changes over time. 

With more businesses linking brand equity to long-term growth, tracking your brand health is becoming just as important as tracking revenue. The right tool lets you quantify brand performance, explain its value to stakeholders and even calculate ROI on your brand-building efforts.

In this guide, we’ll walk through 11 of the best brand tracking tools available today and what to look for when choosing the right one for your team.

11 best brand monitoring and tracking tools for detailed brand measurement

Now let’s take a look at the tools. Below, we break down 11 leading brand monitoring platforms, and highlight their key features and who they’re best suited for, so you can find the right fit for your team.  

Tool	Key features	G2 rating	Best for
Attest	Custom brand trackers, segment comparison, expert support, high-quality panel, adaptive surveys	4.5 (148 reviews)	Brands needing fast, flexible brand tracking with survey-based data
Suzy	Suzy Audiences, Suzy Signals, AI Suite for analysis and trend tracking	4.7 (127 reviews)	US brands needing fast-turn research with AI-powered tools
Latana	Mobile-based surveys, machine learning data processing, precise audience segmentation	4.8 (3 reviews)	Brands wanting statistically sound, mobile-first tracking in niche segments
Google Alerts	Web alerts for brand mentions, competitor tracking, industry keyword monitoring	N/A	Small teams or startups needing free mention monitoring
Brandwatch	Visual and text monitoring, trend detection, demographic insights	4.4 (625 reviews)	Brands with a strong visual presence or those needing deep social listening
SEMrush	Brand monitoring dashboard, backlink alerts, PR opportunity tracking	4.5 (2, 637 reviews)	Teams tying brand tracking to SEO and backlink performance
Ahrefs	Brand Radar for AI-generated mentions, backlink and keyword tracking, alert system	4.5 (561 reviews)	SEO teams wanting brand insights from search and AI content
BuzzSumo	Brand mention tracking, influencer identification, content sharing metrics	4.5 (103 reviews)	Content and PR teams focused on earned media engagement
Quid	Brand health monitoring, trend/crisis detection, influencer and sentiment insights	4.3 (304 reviews)	AI-powered trend tracking and competitive benchmarking
Blue Ocean	Track™ for real-time metrics, brand benchmarking, Stories™ for narrative insights	4 (7 reviews)	Enterprises needing rapid, survey-free tracking with brand performance benchmarks
Awario	Real-time brand alerts, sentiment analysis, lead generation via Awario Leads	4 (41 reviews)	Small to mid-sized teams wanting thorough, affordable brand listening

1. Attest

Source 

TL;DR: Attest helps you run fast, flexible brand trackers with high-quality data from your exact target audience, so you can turn responses into actionable insights without the typical survey stress.

Overview 

Unsurprisingly, we’re kicking off the list with our own brand tracking software. The Attest platform helps marketers track brand performance over time across awareness, perception, positioning and more. 

It all starts with flexible, ready-to-go brand tracker survey templates you can customise in minutes. Once built, your study can be sent to any audience within our 150+ million-strong global panel to help you gather high-quality, hyper-relevant data, fast. 

Attest is built for teams who need clarity without complexity. Whether you’re running a one-off brand project or tracking trends across multiple markets, we make it easy to stay in tune with how people really see your brand and how that’s changing.

Attest key features

• Flat pricing across all countries and demographics: With Attest you don’t pay more for certain regions or demographics – all markets and segments have the same flat pricing. This means you can more reliably predict your research spend.
• Track brand changes over time: Set up consistent brand tracking surveys and monitor shifts in awareness, consideration and customer sentiment. All results are visualized in clear, comparative dashboards.
• Target and compare specific segments: Reach your exact target audience using our global panel, then slice responses by demographic or behavior to see what’s driving differences in perception.
• Get help from real brand experts: Need to pressure-test your survey logic or turn data into a story? Our research team is here to help and their support is included in every plan.
• Trust your data quality: Responses are triple-checked using a mix of machine learning and human review, so you can be confident your insights reflect real opinions.

2. Suzy

Source

TL;DR: Suzy brings together live consumer feedback, cultural signals and AI tools to help brands track perception in real time.

Overview

Suzy gives you a fast, flexible way to track what people think about your brand. With access to a re-contactable panel, AI tools that cut down analysis time and a built-in trends layer, Suzy makes it easier to turn brand tracking into action, not just reporting

Suzy key features 

• Suzy Audiences: Build and re-engage specific segments over time to track how brand perception shifts across key consumer groups. It’s ideal for understanding how different audiences respond to your brand, campaign by campaign.
  
• Suzy Signals: Track emerging trends and cultural shifts that could be impacting your brand. This solution helps put your brand tracking data into context, so you can separate meaningful change from momentary noise.
  
• AI Suite: The Suzy platform offers a range of AI tools to take the manual work out of analysis, from writing screener questions to summarizing survey results. It’s a useful way to scale your brand tracking without slowing down.

3. Latana

Source

TL;DR: Latana uses non-incentivized mobile surveys to deliver accurate brand tracking and consumer insights.

Overview 

Latana is a brand tracking solution that offers deep insights into brand performance and consumer perceptions. The tool enables this by running brand tracking surveys through mobile apps to reach consumers where they naturally spend time. 

Behind the scenes, Latana applies advanced data modelling to clean and calibrate the results, so the insights you get are both accurate and representative. Everything’s delivered in a clear dashboard that makes it easy to track brand perception across segments, regions and time.

That said, Latana’s strength is laser-focused brand tracking. If you’re looking for a broader picture, like how your customers think and act, you may need a more comprehensive market research tool.

Lantana key features 

• Mobile-first micro surveys: Uses real-time, ad-based sampling to reach a broad and precise audience without relying on traditional research panels.
  
• Advanced data processing: Machine learning algorithms enable precise audience targeting and data collection.
  
• Audience segmentation: Break down brand perception by age, gender, location and more. Helpful for identifying where your brand is resonating or falling short, across specific customer groups.

4. Google Alerts

Source

TL;DR: Google Alerts is a free tool to monitor brand mentions across the web.

Overview

Google Alerts lets you track when new content is published online that mentions your brand or any other keyword you care about. It works by scanning blogs, news sites and webpages for your chosen terms, then sends you a digest of new mentions straight to your inbox. 

While it’s basic, it’s a helpful add-on to your brand tracking stack, especially for smaller teams or early-stage brands that want a free way to stay informed.

Google Alerts key features

• Monitor brand mentions: Get notified whenever your brand is mentioned online. It’s super helpful for spotting earned media, influencer shoutouts or even potential PR issues early.
  
• Track competitors: Set alerts for competitor names to see how often and where they’re being talked about online to give you a sense of their brand’s image compared to yours.
  
• Follow industry conversations: Track broader category or product-related keywords to keep tabs on what people are saying in your space and spot emerging trends or sentiment shifts.

5. Brandwatch

Source

TL;DR: Brandwatch is a visual-first social listening tool that captures how people see and speak about your brand across every channel.

Overview

Brandwatch goes beyond traditional mention tracking by combining text and visual recognition to help you understand how your brand shows up online, even when your name isn’t tagged. 

It scans everything from news sites and blogs to social media and images, then layers in AI to analyse sentiment, track trends and break down audience insights. It’s especially useful for visual-first brands or teams managing brand reputation at scale.

Brandwatch key features 

• Visual brand monitoring: Brandwatch picks up on where your logos or products appear in visual content. Ideal for brands where recognition happens based on sight, instead of via text.
  
• Trend detection and sentiment analysis: The platform uses AI to surface new conversations and shifts in sentiment as they emerge — helping you respond to what’s happening in real time.
  
• Audience and demographic insights: Break down brand mentions by location, gender, sentiment and more to get a clearer picture of who’s engaging with your brand and how they feel about it.

6. SEMrush

Source 

TL;DR: With SEMrush, you can track brand mentions, analyze competitor presence and find new PR and link-building opportunities.

Overview

SEMrush is best known for SEO, but it also offers a surprisingly robust set of tools for tracking brand presence across platforms. From monitoring branded search volume to analyzing how often you’re mentioned in online media and how that compares to competitors. 

SEMrush’s brand monitoring dashboard also helps you track the sentiment and the authority of the sites referencing your brand. It’s especially useful for teams that want to connect brand awareness with digital performance.

Semrush key features

• Track brand mentions and sentiment: See where your brand is being mentioned online and whether the sentiment is positive, negative or neutral. Useful for flagging potential PR issues or gauging the impact of campaigns.
  
• Monitor competitor brand activity: Keep tabs on which outlets are covering your competitors, what’s being said and how their visibility is shifting over time. Helpful for spotting gaps or areas where you can gain ground.
  
• Spot PR and link-building opportunities: Get notified when someone mentions your brand without linking to you and then follow up with a soft pitch or thank you. Also useful for discovering relevant blogs and media in your space.

7. Ahrefs

Source 

TL;DR Ahrefs is an SEO-driven brand tracking with insights into how your brand shows up in search and AI-generated content.

Overview

Ahrefs has long been a go-to for SEO professionals, but its brand tracking features have evolved to offer deeper insights. 

With tools like Brand Radar, you can now monitor how your brand appears not only across the web but also within AI-generated content, such as Google’s AI Overviews. This allows for a more comprehensive understanding of your brand’s online presence and how it compares to competitors.

Ahrefs key features

• Monitor brand mentions and backlinks: Set up alerts to track new mentions of your brand across the web, whether they include a backlink or not. This helps in identifying opportunities for outreach and understanding how your brand is being discussed online.
  
• Benchmark AI visibility with Brand Radar: Utilize Brand Radar to see how often your brand is mentioned in AI-generated content compared to competitors. This feature provides insights into your brand’s presence in emerging AI-driven search results.
  
• Analyze branded search performance: Track the performance of branded keywords to understand how search interest in your brand is evolving over time. This can inform your marketing strategies and content creation efforts.

8. BuzzSumo

Source

TL;DR: Use BuzzSumo to track who’s talking about your brand and which mentions are getting shared the most.

Overview

BuzzSumo is best known for content discovery, which helps marketers spark ideas by surfacing trending topics, viral posts and rising conversations. But beyond ideation, it’s also a handy tool for brand tracking. 

You can monitor brand mentions across the web and social, see which stories are getting shared and identify who’s helping to amplify your brand. If you’re focused on earned media and engagement, BuzzSumo gives you a front-row seat.

BuzzSumo key features

• Track brand mentions and media coverage: Monitor brand mentions across blogs, news, forums and more. BuzzSumo highlights the most shared content, helping you understand which brand stories are gaining traction.
  
• Spot influencers and amplifiers: See who’s sharing or linking to your brand content, whether it’s journalists, bloggers or creators to identify potential partners or press contacts.
  
• Compare share performance with competitors: Benchmark your brand’s coverage and engagement against competitors to see whose stories are resonating most and why.

9. Quid

Source 

TL;DR: Quid is an AI-powered brand intelligence that connects sentiment, market shifts and competitive signals.

Overview

Quid is a consumer and market intelligence platform that uses AI to help brands understand how they’re perceived, where conversations are happening and how sentiment is evolving. 

It pulls from a wide range of data sources — including social media, news, forums and customer feedback — to surface patterns, risks and opportunities. 

With tools like Quid Monitor and Quid Compete, it’s especially useful for brands that want to leverage AI to track brand health, benchmark competitors and stay ahead of emerging trends.

Quid key features

• Audience and influencer insights: Identify key voices shaping your brand narrative from advocates to detractors, to understand which audiences are driving conversations. 
• Real-time brand health monitoring: Quid Monitor tracks brand sentiment, passion and key themes across channels, helping you stay on top of how your brand is perceived and when shifts occur.
  
• Trend and crisis detection: The Quid Complete solution uses AI models to detect emerging topics and sentiment spikes, alerting you to potential crises or opportunities before they escalate.
  

10. Blue Ocean

Source

TL;DR: BlueOcean delivers instant brand insights powered by AI, built to guide strategic decision making.

Overview 

BlueOcean is a predictive insights platform designed to help marketers make faster, data-driven decisions. Its flagship tool, Track™, analyzes over 3,000 data points across your brand and competitors to provide always-on insights into brand health, competitive positioning and market opportunities. 

By eliminating the need for traditional surveys and integrations, BlueOcean offers a streamlined approach to brand tracking, enabling teams to respond swiftly to market changes and make informed decisions.

BlueOcean key features

• Real-time brand health monitoring: Track™ offers continuous analysis of brand performance metrics, allowing you to monitor shifts in awareness, sentiment and engagement without delays.
  
• Competitive benchmarking across brand and creative drivers: See how your brand stacks up against competitors in areas like distinctiveness, clarity, consistency and sentiment. BlueOcean identifies which brand elements are working (and where you’re falling behind), so you can sharpen your position and message more effectively.
  
• Narrative development with Stories™: This feature provides an instant window into the themes, topics and keywords shaping your market. It helps you uncover what’s resonating across your brand and competitors, so you can craft brand stories that set you apart.

11. Awario

Source

TL;DR: Awario offers real-time brand tracking with deep web coverage and instant alerts, so no mention goes unnoticed.

Overview 

Don’t wanna miss a thing? Then Awario could be the brand monitoring tool to go for. It focuses on social listening and web mentions and while that scope is narrower than some market research platforms, it’s impressively thorough. 

Awario doesn’t rely on a single third-party data provider; instead, it crawls over 13 billion web pages daily, plus APIs, to make sure no mention slips through the cracks. 

Add in its competitive tracking and real-time alerts and you’ve got a solid setup for staying on top of your brand’s online reputation, especially if you’re a smaller team that needs affordability without sacrificing coverage.

Awario key features

• Real-time brand monitoring: Stay updated with instant alerts on brand mentions across various channels, ensuring timely responses to customer feedback and new trends.
  
• Sentiment analysis: Gauge public perception by analyzing the sentiment of mentions, helping you understand audience attitudes and adjust your messaging accordingly.
  
• Lead generation baked in: Awario includes a feature called Awario Leads, which isn’t just for brand tracking; it proactively finds potential customers based on what people are saying online. That’s something most brand monitoring tools don’t do.

Why use brand monitoring software?

Think that by regularly checking reviews you’ve got a clear view of how your brand is being perceived? Think again. 

Brand tracking looks beyond the obvious and gives you real insights into your brand’s identity and brand reputation.

✅ It’s cheaper than hiring an agency

Many businesses hand this work off to external agencies, but that can get expensive fast. Agencies often charge high fees, and the insights they deliver aren’t fully yours. Plus, you have to wait for reports — and in a fast-moving market, that delay can mean missed opportunities.

Brand tracking tools let you move faster and keep full control of your data. They’re more cost-effective and many offer flexible pricing, so you only pay for the features you actually use. You’ll also build valuable in-house expertise that helps your team make smarter decisions long-term.

💡Pro-tip: If you’re curious to see if working with an agency could be right for you? See our lists of US market research companies and London market research agencies.

✅ Brand tracking software delivers results in real-time

Having brand tracking software with built-in dashboards and reporting gives you instant access to real-time insights on brand performance.

That means you can act in the moment. Agility and speed are key to gaining (and keeping!) a competitive edge.

✅ Monitor brand awareness metrics & competitors

Using brand tracking software is like going to the dentist every six months, just for a check-up: there (probably) won’t be any unexpected and unpleasant surprises if you keep an eye on your brand health. 

The right tracker puts your brand metrics in context by scanning the wider market, so you never miss early warning signs.

What should you look for in brand monitoring platform?

Brand monitoring tools are one of the aspects in life where it is totally okay — advised even — to show up with a list of wishes and demands. After all, it’s a pretty big investment and it can make or break your brand and success. 

Here’s what we’d be looking for if we were browsing for a brand tracking tool.

Look for more than a social mention tool

Many tools claim to offer brand tracking but only monitor social media mentions. While social listening is useful, it’s just one piece of the puzzle.

For a complete picture, look for more comprehensive brand management software that lets you engage with a broad, representative audience and not just passive social media signals. Knowing what people say is important, but knowing why they say it is even more powerful.

Look for a tool that includes continuous brand tracking

Brand tracking isn’t a once-in-a-blue-moon activity. Choose a platform that lets you track your brand regularly, ideally several times a year, and shows how your key metrics change over time.

Look for a tool that comes with real experts 

Chances are you’ll have some questions when using your brand-new brand tracking tool. 

While an FAQ page is great, sometimes you just want to get expert guidance from a real person who knows brand monitoring and market research inside out. 

We advise you to go for a tool that comes with human experts who you can reach out to to perfect your brand tracking skills.

Look for a platform that helps to gather a really relevant audience

You could have the fanciest tool with the most dazzling features, but if the audience it works with is not relevant to your business, there’s really no point. 

Look into how the tool you have your eye on gathers its audience and find out if it is suitable for your business.

Look for a brand measurement software that measures all the metrics that matter to you

Some brand trackers specialize in specific brand health metrics. Some are pros in reputation management, others in brand awareness. 

Find out what metrics you want to measure first and then start looking for a tool that covers that.

Look for a platform that also allows you to track competitors

Tracking your own brand is vital, but your own brand health metrics don’t mean much if you don’t also keep an eye on your competitors. 

A competitive analysis and competitor monitoring should always be a part of your brand monitoring and market research.

Tips for using brand tracking software

So, you’ve found a tool that seems to tick all the boxes. Now what? Here are some extra tips to get the most out of your brand-new brand tracking software.

Tip 1: Use it consistently

Tracking is not something you do only once. Make the tool an essential part of your workflows, from designing and evaluating marketing campaigns to doing research for a new product launch. 

These tools shouldn’t be something extra in your toolbox, but should be used to lay a solid foundation for your business and brand decisions.

Tip 2: Choose your brand tracking metrics carefully

Depending on your current goals, different brand health metrics are important to you at the moment. Define which ones those are first, before choosing a fancy tool. 

You don’t want to be losing time and money with a tool that just doesn’t cut it and needs additional research on top of that to get the full picture. Wondering what metrics you should be looking at for your brand tracking? Here’s our video guide on how to measure your brand health.

Tip 3: Make the most of expert support 

If you have chosen a brand monitoring software that has real experts ready to give you research guidance (like Attest!), use them! These types of tools are often ever-evolving and people who work with them directly know them inside out and can add extra value to the tool. 

Tip 4: Evaluate regularly

Is your brand tracking software serving you right year after year? Just because you chose it once, doesn’t mean it remains the right choice. Regularly check in with the people using the data from the tools to see if there are any gaps that need to be filled with other tools.

Tip 5: Make results accessible to everyone who needs it

Think your sales or customer service team doesn’t need to know your brand health metrics? Think again. They’re on the front lines, and their day-to-day actions directly shape how people perceive your brand, from reputation to reviews.

Sharing these insights helps them understand the real impact of their work and motivates them to raise the bar. Even better, tie brand-related goals to incentives to encourage brand-building behavior across the team.

Make smarter brand decisions with the right tracking software 

Whether you’re refreshing your positioning, launching into new markets or keeping tabs on awareness, brand tracking helps you stay close to how people actually see your brand — and act on it.

The right tool helps you:

➡️ Monitor brand perception over time

➡️ Compare awareness, sentiment and consideration across audiences

➡️ Benchmark against competitors and spot new growth opportunities

Curious how other brands use Attest?

Sustainable fruit and veg brand Oddbox used Attest to uncover how awareness and consideration varied by city. This helped them optimize campaign spend and sharpen their messaging.

Meanwhile, oat drink company MOMA ran regular brand trackers to understand how their positioning was resonating with key consumer groups to guide brand strategy during a critical growth phase.

Schedule a demo and see how Attest can help you turn insight into impact.

FAQs