Brand reputation management tools help organizations understand and influence how their brand is perceived across digital channels. These platforms cover a range of use cases, from monitoring media coverage and online conversations to managing customer reviews, search visibility and AI-generated brand references. As brand perception increasingly forms across search engines, social platforms and answer engines, these tools play a central role in tracking visibility, sentiment and public narratives.
Top Brand Reputation Management Tools
- Built In
- Reputation
- Brandwatch
- Sprinklr
- Talkwalker
- Peec AI
- Otterly.AI
Built In is an AI-driven employer branding and employer intelligence platform that helps companies measure and understand how they are perceived by job seekers across digital and AI-powered channels. Its Employer Brand Reputation (EBR) score benchmarks employer perception across AI search and answer tools and highlights reputation signals related to leadership, culture and career growth, among other areas that candidates value. The platform combines employer brand analytics with content and job distribution to support hiring visibility, talent engagement and brand reputation management across every touchpoint of the candidate hiring journey.
Best fit for: SMB and enterprise organizations managing employer brand reputation and hiring perception across AI-driven and digital candidate touch points.
See how your employer brand is performing in AI tools like ChatGPT and Google.
Reputation is a reputation management company that helps businesses manage customer feedback, online reviews and business listings. It provides software for collecting reviews, responding to customer feedback and analyzing reputation data across digital channels. The company primarily serves organizations that need centralized tools to manage brand perception at scale.
Best fit for: Enterprise and multi-location brands that need centralized reputation oversight.
Brandwatch is a consumer intelligence company that analyzes online conversations to help organizations understand how people talk about brands, topics and trends. It collects data from social media, online communities, news sites and other public sources to surface patterns in audience behavior and perception. The company’s products are used by marketing, research and communications teams to inform brand, content and messaging decisions.
Best fit for: Teams focused on brand intelligence, research and sentiment analysis.
Sprinklr is a customer experience management company that provides software for managing brand interactions across digital channels. Its platform brings together social media, messaging, customer care and analytics to help organizations oversee how they engage with customers at scale. The company serves large enterprises that manage high volumes of customer and brand interactions.
Best fit for: Large enterprises managing reputation across many customer channels.
Talkwalker is a consumer intelligence and media monitoring company that helps organizations track how brands, topics and images appear across global media. It analyzes conversations and visual content from social platforms, news outlets and online publications to identify trends and changes in public attention. The company’s products are used by marketing, communications and research teams to monitor brand presence and media impact.
Best fit for: Global brands and communications teams monitoring brand perception at scale.
Birdeye is a customer experience and reputation management company that helps businesses manage online reviews, customer feedback and messaging. It provides tools for generating reviews, responding to customers and analyzing feedback across digital platforms. The company serves businesses that rely on customer sentiment and online presence to shape brand perception.
Best fit for: Multi-location and customer-facing businesses managing online reviews.
Meltwater is a media intelligence company that helps organizations monitor and analyze news, social media and online conversations. It provides tools for tracking brand mentions, media coverage and emerging topics across digital and traditional sources. The company’s products are used by communications, PR and marketing teams to understand media presence and public narratives.
Best fit for: PR and communications teams monitoring brand coverage, media mentions and public narratives across news and digital media.
Semrush is a search visibility and analytics platform that supports branded search monitoring, content performance and SERP tracking. It contributes to reputation management by helping teams understand how branded queries and search results shape public perception. The tool is commonly used alongside broader brand and marketing strategies.
Best fit for: Marketing and SEO teams managing brand visibility in search results.
Peec AI is a brand visibility and analytics company focused on how brands appear in AI-generated answers. It provides tools that track brand mentions, positioning and sentiment across large language models and answer engines. The company helps organizations understand and monitor brand representation in AI-driven discovery environments.
Best fit for: Teams focused on brand perception in AI and answer engines.
Otterly.AI is a brand monitoring company focused on visibility within AI search and generative answer tools. It tracks how brands and topics are referenced across conversational search experiences and AI-generated results. The company provides insight into brand presence as discovery shifts toward AI-driven interfaces.
Best fit for: Organizations monitoring brand visibility in AI-generated results.
Frequently Asked Questions
What channels do brand reputation tools typically track?
Most track reviews, social media, news coverage and online mentions. Some also monitor listings accuracy or AI-generated search results.
Do AI search reputation tools influence AI answers directly?
No. These tools provide visibility and analysis, but they do not control or modify AI-generated responses.
