12 Best Brand Tracking Tools for Brand and Consumer Insights [2024]

When competition is fierce and consumer preferences change quickly, monitoring your brand’s performance is important.

Brand tracking tools help you do this by providing important information about how popular your brand is, how consumers see it, and where it stands in the market.

This ongoing process of brand monitoring and consumer tracking helps you adjust quickly to stay ahead. By understanding how consumers behave and think, you can tailor your strategies to meet customer needs better, ensuring your brand stays strong and relevant over time.

Among the many tools that marketers and brand strategists use, brand tracking tools are essential assets. Why is brand tracking so important today and what are the best practices for selecting from the top 12 brand tracking tools in 2024? Let’s take a look.

What is Brand Tracking?

When every decision counts, the need for insightful data to know how well your brand is doing has never been more critical.

📊 Brand tracking helps you understand where your brand stands in the market. It involves continuous monitoring and analyzing different metrics to see how your brand is performing and how it’s perceived over time.

The purpose of brand tracking is multifaceted. Its main goal is to give you a constant view of how your audience sees your brand.

It digs into what consumers think, feel, and believe about your brand. This ongoing feedback helps you understand not only your position in the market but also why people perceive you that way. This insight lets you make smart decisions to boost your brand’s attractiveness and loyalty.

Several key metrics are measured in brand tracking, each offering a unique lens through which to view your brand’s performance:

• Brand awareness: Measures recognition and recall of your brand and reflects the effectiveness of your marketing efforts in making your brand known.
• Brand loyalty: Assesses the likelihood of consumers to continue purchasing from your brand. It’s a testament to your brand’s ability to create lasting relationships and repeat customers.
• Brand associations: Delves into the specifics of what consumers think and feel when they hear your brand’s name. This metric helps you ensure that your branding efforts are hitting the mark and resonating as intended.
• Purchase intent and customer satisfaction: Purchase intent predicts future sales by gauging consumers’ likelihood to purchase your products, while customer satisfaction measures contentment among existing customers, highlighting areas of strength and opportunities for improvement.

What are brand tracker tools?

A brand tracking tool or brand research platform is designed to collect and analyze data from multiple sources. These tools operate by gathering information from surveys, social media platforms, online reviews, and other digital footprints left by consumers.

They employ algorithms to sift through this vast amount of data, distilling it into meaningful metrics such as brand recognition, customer loyalty, and sentiment analysis.

This data is then presented in a clear and actionable format, allowing you to track changes over time and respond proactively to emerging trends.

💡 Discover what consumers truly think about your brand. Get actionable consumer opinions with our brand research platform.

Why use brand tracking software?

When brand loyalty is harder to secure and easier to lose, brand tracking acts like a compass and allows you to navigate through customer expectations and market changes to stay relevant, responsive, and resilient.

• Get real-time Insights into your customers’ minds: Brand tracking tools capture and analyze how customers feel about your brand, how they buy, and what they think about it as things change. This helps you understand deeply what motivates your customers. This real-time insight isn’t just about reacting quickly, it’s about predicting trends and staying ahead in a competitive market.
• Analyze competition to stay ahead: Brand tracking tools provide insights into how well your own brand is doing and give you a clear view of your competitors. From monitoring their market share to deciphering their marketing strategies and customer engagement tactics, these tools provide invaluable benchmarks for comparison. With these insights, you can adjust your own strategies quickly, taking advantage of opportunities and setting yourself apart from the competition.
• Measure marketing campaign effectiveness: Brand tracking tools go beyond surface-level metrics like reach and engagement. They analyze how marketing efforts affect brand perception and consumer behavior deeply. By connecting campaign actions to changes in how consumers feel and prefer brands, you can adjust your strategies precisely.
• Identify trends and opportunities: Innovation thrives on foresight and brand tracking tools can help you navigate uncertain times by foreseeing trends, shifts in consumer preferences, and potential market changes. Whether it’s spotting a niche market ready to be tapped or identifying a shift in consumer values that aligns with your brand’s ethos, you can proactively capitalize on these insights and steer their strategies towards success.

Brand tracking tools offer more than just data and graphs. They empower you to navigate complex markets confidently by providing real-time insights, analyzing competitors, assessing campaign success, and predicting future trends. This enables informed decisions that drive growth and enhance consumer relationships over time.

Top 12 Brand Tracking Tools for 2024

In a rapidly changing consumer market, effective brand management hinges on access to robust brand tracking tools. These tools can really make all the difference. Here’s a curated list of the top 12 tools for 2024, each offering unique features to suit different business needs:

1. resonio

Overview: resonio stands at the forefront of brand tracking and competitive intelligence, specializing in real-time monitoring across digital channels. It offers real-time insights into how B2C brands are perceived, unlike other tools that rely on aggregating public data.

Key Features:

• Real-time Monitoring and Sentiment Analysis: resonio captures and analyzes brand mentions and sentiment across digital platforms in real-time, enabling brands to quickly assess public perception and respond to emerging issues or opportunities.
• Competitor Benchmarking and Market Share Analysis: Offers powerful tools for benchmarking against competitors and analyzing market share trends, helping brands identify gaps and leverage strengths for informed decisions.
• Customizable Dashboards and Automated Reporting: Offers tailored insights with customizable dashboards that visualize data based on specific metrics and KPIs. It further streamlines the extraction of actionable insights, facilitating efficient sharing across teams.

Pricing: resonio offers personalized quotes based on specific business needs.

Best suited for: Medium to large enterprises seeking comprehensive real-time brand monitoring and competitive analysis.

Why Choose resonio? If you want to know what people truly think about your brand, a brand research platform like resonio lets you engage with your audience and gain valuable insights into their opinions and behaviors.

Here’s how resonio helps you navigate consumer sentiment and competitive intelligence:

• Speed and Accuracy: Conduct surveys directly through resonio’s platform to get timely feedback and insights, avoiding delays from relying on public data.
• Nuanced Understanding: Ask specific questions tailored to your needs, ensuring a deeper understanding of consumer sentiment and market perception.
• Survey Accuracy: Use resonio’s diverse participant pool for surveys to get more accurate and representative data, avoiding the biases of internal lists or public data sources.

2. Qualtrics

Overview: Qualtrics XM identifies customer issues and helps frontline teams improve service, boosting customer lifetime value by enhancing processes, products, and digital properties. Its Frontline Digital™ product analyzes customer journeys to fix issues or guide users to better experiences.

CX Product Capabilities:

• Brand health tracking and perception analysis.
• Integrated survey tools for customer feedback and brand sentiment, such as customer Surveys, VoC / Customer Feedback, and Website / Mobile App Feedback.
• Advanced analytics and predictive insights by measuring, analyzing, and improving metrics such as Net Promoter Score, Customer Satisfaction (CSAT), and Customer Analytics.

Pricing: Custom pricing based on specific needs.

Best suited for: Large enterprises focused on experience management and businesses aiming to deliver exceptional customer experiences at scale.

3. Attest

Overview: Attest specializes in consumer insights and market research, offering tools for brand tracking, consumer behavior analysis, and trend identification.

Key Features:

• Real-time tracking, consumer feedback and brand perception analysis.
• Target audience segmentation and survey automation.
• Trend spotting and market opportunity identification.

Pricing: Starting at $100.00 per month, with custom pricing options available.

Best suited for: Mid-sized businesses and enterprises seeking agile market research and consumer insights solutions.

4. Meltwater Radarly

Overview: Meltwater Radarly is a consumer intelligence, social listening, and analytics platform that helps businesses monitor brand mentions, sentiment, and competitive intelligence.

Key Features:

• Social media monitoring and sentiment analysis.
• Influencer identification and engagement tracking.
• Crisis management and real-time alerts.

Pricing: Starting at USD $5000.00, with pricing customized based on usage scale.

Best suited for: Large enterprises and agencies looking for a SaaS solution for social media listening and digital marketing across all industries.

5. Brandwatch

Overview: Brandwatch is a platform for social listening and provides insights into how people perceive brands and market trends.

Key Features:

• Social media analytics and sentiment analysis.
• Consumer conversation tracking across digital channels.
• Customizable dashboards and benchmarking tools.

Pricing: Custom pricing available upon request.

Best suited for: Enterprises and agencies, from SMEs to large enterprises across all industries, focusing on social media analytics and consumer intelligence.

6. Semrush

Overview: Semrush is primarily known for SEO and digital marketing analytics, but it also offers brand tracking tools for monitoring online visibility and reputation.

Key Features:

• Competitive analysis and keyword tracking.
• Backlink analysis and brand mention monitoring.
• SEO audit and content marketing insights.

Pricing: The Pro plan starts at $139.95 per month, the Guru plan at $249.95 per month, and the Business plan is $499.95 per month.

Best suited for: Designed for marketing managers in small to medium-sized businesses seeking to enhance online presence, brand visibility, and engagement across key channels.

7. Google Trends

Overview: Google Trends provides insights into search behavior and trending topics, helping businesses understand consumer interests and market trends.

Key Features:

• Search interest data for specific keywords and topics.
• Regional and seasonal trends analysis.
• Comparative analysis and trend forecasting.

Pricing: Free to use.

Best suited for: Small businesses and marketers seeking free, accessible insights into search trends and consumer interests.

8. YouGov

Overview: YouGov is a platform specialized in conducting market research, online surveys, and opinion polling. It provides tools for gathering and analyzing data to understand public opinion and consumer behavior across various demographics and geographical regions.

Key Features:

• Customizable surveys and audience profiling.
• Political and social opinion polling.
• Identifying and analyzing existing and new customer profiles.
• Identifying sponsorship opportunities for your target audience.
• Audience segmentation.

Pricing: Depends on survey complexity and audience size, typically ranging from $0.50 to $1.00 per survey completion, with a starting price of USD $1.50 per survey.

Best suited for: Enterprises and agencies needing dependable public opinion data and brand tracking insights from diverse audience segments.

9. Quantilope

Overview: Quantilope provides agile market research solutions, including brand tracking, consumer insights, and automated reporting.

Key Features:

• Real-time survey data collection and analysis.
• Automated tools to gain insights and identify trends.
• Customizable reporting and dashboarding.

Pricing: Custom pricing based on specific research needs.

Best suited for: Mid-sized businesses and enterprises looking for flexible and efficient market research tools for brand tracking, demand scoring, and idea screening.

10. Brand24

Overview: Brand24 offers social media monitoring and brand tracking tools to analyze online mentions, sentiment, and customer feedback.

Key Features:

• Social media listening and sentiment analysis.
• Influencer identification and engagement tracking.
• Real-time alerts and competitive analysis.

Pricing: Starting at $79/month for Individual plan (tracking small brands), $149/month for Team (startups, small businesses), $199/month for Pro (growing businesses, small agencies), and $399/month for Enterprise (large enterprises, agencies).

Best suited for: Companies of all sizes that are looking for media monitoring tools to stay informed about their campaigns, activities, customer interactions, and online reputation.

11. Awario

Overview: Awario is a brand management and social media monitoring tool that tracks brand mentions across various platforms, providing insights into brand sentiment and online reputation.

Key Features:

• Real-time social listening and sentiment analysis.
• Competitor benchmarking and influencer tracking.
• Customizable reporting and analytics.

Pricing: Starter plan costs €29 per month, the Pro plan is €89 per month, and the Enterprise plan is €249 per month.

Best suited for: Both small to medium-sized businesses and agencies aiming to track brand mentions, monitor competitors, and identify sales opportunities.

12. Podscan

Overview: Podscan specializes in podcast analytics, providing insights into audience demographics, listener engagement, and brand mentions within podcasts.

Key Features:

• Podcast tracking and sentiment analysis.
• Audience segmentation and listener behavior insights.
• Competitive analysis and trend monitoring.

Pricing: The Essential plan costs $39 per month, thePremium plan is $79 per month, and the Enterprise plan is $499 per month.

Best suited for: Agencies and marketers seeking to analyze competitors, discover engagement opportunities, find guest placements, monitor campaigns, conduct market research, spot trends, receive topic alerts, research stories, and identify podcast sources.

What Should You Look for in Brand Monitoring Tools?

Selecting the right brand tracking tool depends on your business needs, budget, and the level of insights you seek.

With many options available, each promising to reveal consumer opinions and market trends, how do you choose the tool that suits your needs best? Here are some factors to consider:

• Budget: Your budget determines which tool suits your needs, from affordable options for startups to premium suites for large enterprises. Balance cost with the value of insights gained.
• Features: Assess essential features like real-time tracking, sentiment analysis, competitor benchmarking, and reporting. Choose a tool that aligns with your brand strategy and provides necessary analytics.
• Ease of Use: Prioritize user experience with intuitive interfaces, customizable dashboards, and automation capabilities. Make sure the tool is easy to use without needing a lot of training.
• Integration Capabilities: Look for tools that seamlessly integrate with existing systems such as CRM platforms, social media channels, and analytics suites. Compatibility and API support are crucial for efficient data leverage.

Before choosing a brand tracking tool, consider these questions:

• What are my specific goals for brand tracking?
• How scalable is the tool as my brand grows?
• What support and training does the provider offer?
• Can the tool adapt to changing market trends and technologies?

What are the Best Practices in Brand Tracking?

To effectively navigate consumer behavior, brand tracking requires strategic insight and continuous observation of market trends. Here are important tips to help you:

• Set clear goals and KPIs: Define specific targets that align with your brand objectives, whether enhancing social media engagement or improving brand sentiment scores to guide strategic decisions and improvements.
• Consistently monitor and analyze: Regularly monitor brand mentions, sentiment trends, and competitor activities through real-time dashboards or automated tools and alerts.
• Integrate insights into marketing strategies: Translate data-driven insights into actionable strategies to optimize your marketing efforts. Refine messaging, enhance campaign effectiveness, adapt content strategies, and improve customer service to maintain competitiveness and relevance.

By following these best practices, you can leverage brand tracking to drive strategic decisions, foster growth, and stay relevant in a competitive marketplace, strengthening your brand’s position for long-term success.

Brand Tracking FAQs

Why is brand tracking so important?

Brand tracking is essential for understanding consumer perceptions, identifying trends, and adapting swiftly to market changes, ensuring brand strength and competitiveness.

Why use sentiment analysis?

Sentiment analysis provides insights into customer emotions across social media, reviews, and surveys, enhancing satisfaction and reputation management.

What is brand engagement marketing?

Brand engagement marketing fosters consumer connections through interactive experiences, supported by real-time insights from brand tracking tools to optimize strategies and measure effectiveness for sustained relevance and engagement.