How popular isBrother in search?
In August 2026, there were an estimated 220K branded searches for Brother worldwide which is up 15.8% over the last 11 months. Brother holds 57.1% estimated Share of Search among overlocker brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
Follow Brother and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which overlocker brands compete with Brother?
Share of Search by month for Brother, Janome, Bernina, Elna, Singer. The figures are in the table below the chart.
View monthly share of search table
| Month | Brother | Janome | Bernina | Elna | Singer |
|---|---|---|---|---|---|
| Oct 2025 | 51.8% | 20.2% | 16.5% | 7.4% | 4% |
| Nov 2025 | 51.8% | 20.5% | 16.8% | 7.5% | 3.4% |
| Dec 2025 | 51.8% | 20.5% | 16.8% | 7.5% | 3.4% |
| Jan 2026 | 57.4% | 18.7% | 15.3% | 5.6% | 3.1% |
| Feb 2026 | 52.1% | 21% | 17.2% | 6.3% | 3.4% |
| Mar 2026 | 52.7% | 21.5% | 14.4% | 7.9% | 3.5% |
| Apr 2026 | 53.8% | 21.7% | 14.5% | 6.5% | 3.5% |
| May 2026 | 53% | 21.4% | 14.3% | 7.8% | 3.5% |
| Jun 2026 | 55.2% | 22.3% | 12.2% | 6.7% | 3.6% |
| Jul 2026 | 57.8% | 19.5% | 13% | 5.8% | 3.9% |
| Aug 2026 | 57.1% | 19.2% | 12.9% | 7% | 3.8% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 57.1% | 220K | 0% | -0.7 points | |
| 2, held 2nd | 19.2% | 74K | 0% | -0.2 points | |
| 3, held 3rd | 12.9% | 49.5K | 0% | -0.2 points | |
| 4, held 4th | 7% | 27.1K | +22.1% | +1.2 points | |
| 5, held 5th | 3.8% | 14.8K | 0% | 0 points |
1.
Brother57.1%
Held 1st. 220K estimated branded searches, 0% vs prior month. Share -0.7 points.
2.
Janome19.2%
Held 2nd. 74K estimated branded searches, 0% vs prior month. Share -0.2 points.
3.
Bernina
12.9%
Held 3rd. 49.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
4.
Elna7%
Held 4th. 27.1K estimated branded searches, +22.1% vs prior month. Share +1.2 points.
5.
Singer3.8%
Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between Brother and its closest rivals
How has branded search demand for Brother changed worldwide over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Brother worldwide rose from 190K to 220K.
- Across the 11 months ending August 2026, Brother’s estimated Share of Search among overlocker brands worldwide increased from 51.8% to 57.1%.
- Across the 11 months ending August 2026, Brother’s estimated Share of Search among overlocker brands worldwide peaked at 57.8% in July 2026 and was lowest at 51.8% in October 2025.
How did search popularity change for overlocker brands worldwide in August 2026?
3 changes
In August 2026, Elna gained estimated Share of Search among overlocker brands worldwide, from 5.8% to 7%.
In August 2026, Brother lost estimated Share of Search among overlocker brands worldwide, from 57.8% to 57.1%.
Estimated monthly branded searches for Bernina worldwide fell 18.2% over 11 measured months, from 60.5K to 49.5K in August 2026.
Where does Brother compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Label makers | 3rd of 6 | 5.3% | Show ranking |
| Printer ink brands | 5th of 6 | 8.4% | Show ranking |
| Home printer brands | 4th of 5 | 10.6% | Show ranking |
| Craft supplies | 3rd of 6 | 11.4% | Show ranking |
| Craft cutting machine brands | 3rd of 5 | 11.5% | Show ranking |
| Embroidery machine brands | 2nd of 5 | 14.8% | Show ranking |
| Sewing machine brands | 1st of 5 | 53.9% | Show ranking |
| Overlocker brands | 1st of 5 | 57.1% | Shown above |
| Label printing | 1st of 6 | 72.8% | 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.
3 branded search terms
- brother com
- 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.