Brandwave

How popular isBORA?

In September 2026, people searched for BORA by name about 2,900 times worldwide, a 23.7% decrease from the previous year. These searches made up 0.13% of all global saw horse brand searches, placing BORA sixth out of six brands. When we asked both ChatGPT and Google AI Overviews about saw horse brands, BORA appeared in three of the four answers and was the second most recommended of the six.

Search and AI answers in September 2026

BORA is the sixth most searched of 6 competitors and the second most recommended in AI answers.

  1. MakitaShare of searches 69.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  2. Black+DeckerShare of searches 17.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. KobaltShare of searches 7.1%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. ToughBuiltShare of searches 5.8%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  5. BORAShare of searches 0.13%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd

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Top saw horse brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, BORA was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. BORA is the second most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. ToughBuilt1st
  2. BORA2nd
  3. Makita–
  4. Black+Decker–
  5. Kobalt–
  6. Irwin–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • ToughBuilt4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • BORA3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Makita0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Black+Decker0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kobalt0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Irwin0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about saw horse brands

4 answers

  • Asked ChatGPT

    “Which saw horse brand should I buy?”

    1. 1ToughBuilt
    2. 2BORA

  • Asked ChatGPT

    “What are the best saw horse brands?”

    1. 1BORA
    2. 2ToughBuilt

  • Asked ChatGPT

    “What's the best saw horse brand for a workshop?”

    1. 1ToughBuilt
    2. 2BORA

  • Searched Google, AI Overview

    “best sawhorse”

    1. 1ToughBuilt

  • Searched Google, AI Overview

    “folding sawhorse”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which saw horse brands compete with BORA?

BORA against saw horse brands worldwide, by month

Share of searches by month for Makita, Black+Decker, Kobalt, ToughBuilt, BORA. The figures are in the table below the chart.

View monthly share of searches table
MonthMakitaBlack+DeckerKobaltToughBuiltIrwinBORA
Oct 202575.4%14.4%5.3%4.4%0.39%0.11%
Nov 202573.5%15.5%6.3%4.2%0.31%0.14%
Dec 202570.8%16.4%7.3%4.9%0.36%0.16%
Jan 202669%17.4%7.2%5.9%0.43%0.19%
Feb 202671.1%16.3%6%6%0.44%0.13%
Mar 202672.8%15.3%6.3%5.1%0.37%0.17%
Apr 202669%17.4%7.2%5.9%0.43%0.19%
May 202666.6%20.4%6.8%5.6%0.41%0.18%
Jun 202669.6%19.3%5.8%4.8%0.35%0.19%
Jul 202666.7%20.3%6.8%5.6%0.41%0.18%
Aug 202669.3%17.3%7.1%5.8%0.35%0.19%
Sep 202669.3%17.3%7.1%5.8%0.35%0.13%

  1. 1.Makita

    69.3%

    Held 1st. 884K estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Black+Decker

    17.3%

    Held 2nd. 220K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Kobalt

    7.1%

    Held 3rd. 90.5K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.ToughBuilt

    5.8%

    Held 4th. 74K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Irwin

    0.35%

    Held 5th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.BORA

    0.13%

    Held 6th. 1.6K estimated branded searches, -33.3% vs prior month. Share -0.1 points.

Compare popularity between BORA and its closest rivals

Every comparison with BORA

8 comparisons

How has branded search demand for BORA changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for BORA worldwide fell from 3.8K to 2.9K.
  • Across the 12 months ending September 2026, BORA’s share of searches among saw horse brands worldwide held steady, from 0.11% to 0.13%.

How did search popularity change for saw horse brands worldwide in September 2026?

6 changes

  1. Kobalt’s share of searches among saw horse brands worldwide has gained ground for 3 months in a row, from 5.8% to 7.1% in September 2026.

  2. ToughBuilt’s share of searches among saw horse brands worldwide has gained ground for 3 months in a row, from 4.8% to 5.8% in September 2026.

  3. Estimated monthly branded searches for Irwin worldwide fell 33.3% over 12 measured months, from 6.6K to 4.4K in September 2026.

  4. Estimated monthly branded searches for Makita worldwide fell 31% over 12 measured months, from 1.3M to 884K in September 2026.

  5. Estimated monthly branded searches for BORA worldwide fell 15.8% over 12 measured months, from 1.9K to 1.6K in September 2026.

  6. Estimated monthly branded searches for Black+Decker worldwide fell 10.2% over 12 measured months, from 245K to 220K in September 2026.

How are BORA’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using BORA’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • bora sawhorse
  • bora tools

Do you work for BORA? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does BORA compete?

BORA is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Saw horse brands6th of 60.13%Shown above
Folding sawhorse brands4th of 50.36%Show ranking
Creator with pink hair and a pink jacket

Is BORA your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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