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Head of Strategic Research
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.
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.
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.
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.
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Track brand awareness, perception and competitor performance all in one place. Get tailored insights and expert support to guide your next move.
TL;DR: Suzy brings together live consumer feedback, cultural signals and AI tools to help brands track perception in real time.
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
TL;DR: Latana uses non-incentivized mobile surveys to deliver accurate brand tracking and consumer insights.
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.
TL;DR: Google Alerts is a free tool to monitor brand mentions across the web.
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.
TL;DR: Brandwatch is a visual-first social listening tool that captures how people see and speak about your brand across every channel.
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.
TL;DR: With SEMrush, you can track brand mentions, analyze competitor presence and find new PR and link-building opportunities.
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.
TL;DR Ahrefs is an SEO-driven brand tracking with insights into how your brand shows up in search and AI-generated content.
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.
TL;DR: Use BuzzSumo to track who’s talking about your brand and which mentions are getting shared the most.
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
TL;DR: Quid is an AI-powered brand intelligence that connects sentiment, market shifts and competitive signals.
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
TL;DR: BlueOcean delivers instant brand insights powered by AI, built to guide strategic decision making.
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.
TL;DR: Awario offers real-time brand tracking with deep web coverage and instant alerts, so no mention goes unnoticed.
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.
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.
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.
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.
Track your brand with Attest
Run regular brand tracker surveys and get high quality results in days, not weeks or months.
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.
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.
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.
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.
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.
Get expert research support at every step
Want access to quality insights without the fuss? Our team of experts is here to help get the most out of your research and save time at every step of the journey.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
A brand tracker is a tool that gives you insights into relevant brand health metrics, from awareness to reputation and from brand mentions to data on your competitors. These tools use brand mentions, surveys and AI to give you a clear picture of your brand and marketing efforts. Track your brand with Attest today!
You can measure overall brand performance over time, or zoom in on how your brand performs before and after you launch specific campaigns or products. The best way to track brand performance is to use a brand tracking tool that lets you ask the questions that matter most to you. You may also use a brand tracker template.
Choose a brand tracking software that allows you to measure more than just what’s happening on social media platforms. Solid brand tracking software comes with tools that dive into a variety of brand health metrics, such as brand awareness, purchase intent, brand perception and more.
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Quantify the performance of your brand and align your team on values based on robust consumer insights.
Nick joined Attest in 2021, with more than 10 years' experience in market research and consumer insights on both agency and brand sides. As part of the Customer Research Team team, Nick takes a hands-on role supporting customers uncover insights and opportunities for growth.
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