How popular isBrother in search?
In September 2026, there were an estimated 213K branded searches for Brother worldwide which is up 18.5% over the last 12 months. Brother holds 44.8% estimated Share of Search among bobbin Case brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which bobbin Case brands compete with Brother?
Share of Search by month for Brother, Janome, Bernina, Pfaff, Singer. The figures are in the table below the chart.
View monthly share of search table
| Month | Brother | Janome | Bernina | Pfaff | Singer |
|---|---|---|---|---|---|
| Oct 2025 | 40.5% | 24.1% | 22.9% | 9.1% | 3.3% |
| Nov 2025 | 38.5% | 28% | 22.1% | 8.8% | 2.6% |
| Dec 2025 | 38.3% | 28.5% | 21.8% | 8.8% | 2.6% |
| Jan 2026 | 41.8% | 25.5% | 20.8% | 9.6% | 2.3% |
| Feb 2026 | 38.8% | 28.7% | 22.6% | 7.3% | 2.7% |
| Mar 2026 | 38.7% | 29.1% | 20.5% | 9% | 2.7% |
| Apr 2026 | 41.7% | 27.6% | 20.1% | 7.8% | 2.8% |
| May 2026 | 39.8% | 29.4% | 19% | 9.1% | 2.7% |
| Jun 2026 | 39.8% | 26.2% | 17.7% | 13.6% | 2.7% |
| Jul 2026 | 44.9% | 22.2% | 19.3% | 10.4% | 3.1% |
| Aug 2026 | 43.8% | 24.2% | 18.8% | 10.2% | 3% |
| Sep 2026 | 44.8% | 22.4% | 19.3% | 10.4% | 3.1% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 44.8% | 213K | 0% | +1.1 points | |
| 2, held 2nd | 22.4% | 106K | -9.9% | -1.9 points | |
| 3, held 3rd | 19.3% | 91.6K | 0% | +0.5 points | |
| 4, held 4th | 10.4% | 49.5K | 0% | +0.3 points | |
| 5, held 5th | 3.1% | 14.8K | 0% | +0.1 points |
1.
Brother44.8%
Held 1st. 213K estimated branded searches, 0% vs prior month. Share +1.1 points.
2.
Janome22.4%
Held 2nd. 106K estimated branded searches, -9.9% vs prior month. Share -1.9 points.
3.
Bernina
19.3%
Held 3rd. 91.6K estimated branded searches, 0% vs prior month. Share +0.5 points.
4.
Pfaff10.4%
Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share +0.3 points.
5.
Singer3.1%
Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share +0.1 points.
Compare search popularity between Brother and its closest rivals
Every comparison with Brother
30 comparisons
- Brother vs Canon
- Brother vs Casio
- Brother vs Cricut
- Brother vs Epson
- Brother vs HP
- Brother vs Husqvarna
- Brother vs Samsung
- Brother vs Silhouette
- Brother vs Xerox
- Brother vs DYMO
- Brother vs Kyocera
- Brother vs Rollo
- Brother vs Janome
- Bernina vs Brother
- Avery Dennison vs Brother
- Brother vs NIIMBOT
- Brother vs Lexmark
- Brother vs Pfaff
- Brother vs Spellbinders
- Brother vs Elna
- Brother vs Siser
- Brother vs Melco
- Brother vs Singer
- Brother vs Sizzix
- Brother vs Fuji Xerox
- Brady vs Brother
- American Crafts vs Brother
- Brother vs Labelife
- Brother vs Printronix
- Brother vs Zebra
How has branded search demand for Brother changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Brother worldwide rose from 180K to 213K.
- Across the 12 months ending September 2026, Brother’s estimated Share of Search among bobbin Case brands worldwide increased from 40.5% to 44.8%.
- Across the 12 months ending September 2026, Brother’s estimated Share of Search among bobbin Case brands worldwide peaked at 44.9% in July 2026 and was lowest at 38.3% in December 2025.
How did search popularity change for bobbin Case brands worldwide in September 2026?
3 changes
In September 2026, Brother gained estimated Share of Search among bobbin Case brands worldwide, from 43.8% to 44.8%.
In September 2026, Janome lost estimated Share of Search among bobbin Case brands worldwide, from 24.2% to 22.4%.
Estimated monthly branded searches for Pfaff worldwide rose 22.2% over 12 measured months, from 40.5K to 49.5K in September 2026.
Where does Brother compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Label makers | 3rd of 6 | 3.2% | Show ranking |
| Printer ink brands | 5th of 6 | 9.2% | Show ranking |
| Craft supplies | 3rd of 6 | 10.2% | Show ranking |
| Craft cutting machine brands | 3rd of 5 | 10.3% | Show ranking |
| Laser Printer brands | 5th of 5 | 10.4% | Show ranking |
| Printer toner brands | 4th of 6 | 11.4% | Show ranking |
| Printer brands | 4th of 5 | 11.4% | Show ranking |
| Home printer brands | 4th of 5 | 12.1% | Show ranking |
| Embroidery machine brands | 2nd of 5 | 13.9% | Show ranking |
| Ink Cartridges brands | 3rd of 3 | 14.8% | Show ranking |
| Label printer brands | 2nd of 6 | 15.4% | Show ranking |
| Label printing | 1st of 6 | 42.6% | Show ranking |
| Bobbin Case brands | 1st of 5 | 44.8% | Shown above |
| Sewing machine brands | 1st of 5 | 44.8% | Show ranking |
| Overlocker brands | 1st of 5 | 47.6% | Show ranking |
| Sowing Machine brands | 1st of 4 | 49.2% | Show ranking |
| Barcode Printer brands | 1st of 4 | 52.4% | Show ranking |
| Label Machine brands | 1st of 3 | 52.5% | Show ranking |
| Bobbin Winder brands | 1st of 4 | 55.5% | Show ranking |
| Overlock Machine brands | 1st of 3 | 63.8% | Show ranking |
How is Brother measured?
Brandwave collects information about searches that people make online using Brother’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.
2 branded search terms
- brother printer
- printer brother
Do you work for Brother? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Brother 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.