How popular isBrother in search?
In September 2026, there were an estimated 485K branded searches for Brother worldwide which is down 6.9% over the last 12 months. Brother holds 68.8% estimated Share of Search among sowing machine brands worldwide and is ranked 1st of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which sowing machine brands compete with Brother?
Share of Search by month for Brother, Janome, Bernina, Elna. The figures are in the table below the chart.
View monthly share of search table
| Month | Brother | Janome | Bernina | Elna |
|---|---|---|---|---|
| Oct 2025 | 68.9% | 14.1% | 13.4% | 3.6% |
| Nov 2025 | 66.4% | 16.8% | 13.2% | 3.5% |
| Dec 2025 | 71.6% | 14.4% | 11% | 3% |
| Jan 2026 | 69.4% | 15.4% | 12.6% | 2.6% |
| Feb 2026 | 65.3% | 17.7% | 14% | 3% |
| Mar 2026 | 67.3% | 17.1% | 12.1% | 3.5% |
| Apr 2026 | 67.2% | 17.1% | 12.5% | 3.2% |
| May 2026 | 66.6% | 18% | 11.7% | 3.7% |
| Jun 2026 | 67.1% | 17.6% | 11.9% | 3.4% |
| Jul 2026 | 69.7% | 14.6% | 12.6% | 3.1% |
| Aug 2026 | 68.1% | 15.9% | 12.3% | 3.7% |
| Sep 2026 | 68.8% | 15.1% | 13% | 3.1% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 68.8% | 485K | -4% | +0.7 points | |
| 2, held 2nd | 15.1% | 106K | -9.9% | -0.8 points | |
| 3, held 3rd | 13% | 91.6K | 0% | +0.6 points | |
| 4, held 4th | 3.1% | 22.2K | -18.1% | -0.5 points |
1.
Brother68.8%
Held 1st. 485K estimated branded searches, -4% vs prior month. Share +0.7 points.
2.
Janome15.1%
Held 2nd. 106K estimated branded searches, -9.9% vs prior month. Share -0.8 points.
3.
Bernina
13%
Held 3rd. 91.6K estimated branded searches, 0% vs prior month. Share +0.6 points.
4.
Elna3.1%
Held 4th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.5 points.
Compare search popularity between Brother and its closest rivals
Every comparison with Brother
27 comparisons
- Brother vs Husqvarna
- Brother vs Epson
- Brother vs HP
- Brother vs Xerox
- Brother vs Cricut
- Brother vs Canon
- Brother vs Samsung
- 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 Zebra
- Brother vs Pfaff
- Brother vs Elna
- Brother vs Siser
- Brother vs Melco
- Brother vs Sizzix
- Brother vs Singer
- Brother vs Fuji Xerox
- Brady vs Brother
- Brother vs Silhouette
- Brother vs Labelife
- Brother vs Printronix
How has branded search demand for Brother changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Brother worldwide fell from 521K to 485K.
- Across the 12 months ending September 2026, Brother’s estimated Share of Search among sowing machine brands worldwide peaked at 71.6% in December 2025 and was lowest at 65.3% in February 2026.
How did search popularity change for sowing machine brands worldwide in September 2026?
4 changes
In September 2026, Brother gained estimated Share of Search among sowing machine brands worldwide, from 68.1% to 68.8%.
In September 2026, Bernina gained estimated Share of Search among sowing machine brands worldwide, from 12.3% to 13%.
In September 2026, Janome lost estimated Share of Search among sowing machine brands worldwide, from 15.9% to 15.1%.
In September 2026, Elna lost estimated Share of Search among sowing machine brands worldwide, from 3.7% to 3.1%.
Where does Brother compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Printer ink brands | 4th of 6 | 13.5% | Show ranking |
| Laser printer brands | 3rd of 5 | 14.6% | Show ranking |
| Printer toner brands | 3rd of 6 | 15.4% | Show ranking |
| Printer brands | 3rd of 5 | 15.4% | Show ranking |
| Home printer brands | 3rd of 5 | 15.9% | Show ranking |
| Embroidery machine brands | 2nd of 5 | 26.9% | Show ranking |
| Label printer brands | 2nd of 6 | 28.3% | Show ranking |
| Ink cartridges brands | 2nd of 3 | 28.3% | Show ranking |
| Label makers | 2nd of 5 | 29.7% | Show ranking |
| Craft cutting machine brands | 2nd of 5 | 35.9% | Show ranking |
| Label printing | 1st of 6 | 58.5% | Show ranking |
| Bobbin case brands | 1st of 5 | 64.9% | Show ranking |
| Sewing machine brands | 1st of 5 | 64.9% | Show ranking |
| Barcode printer brands | 1st of 4 | 66% | Show ranking |
| Overlocker brands | 1st of 5 | 67.4% | Show ranking |
| Sowing machine brands | 1st of 4 | 68.8% | Shown above |
| Label machine brands | 1st of 3 | 71.6% | Show ranking |
| Bobbin winder brands | 1st of 4 | 74% | Show ranking |
| Overlock machine brands | 1st of 3 | 80% | 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.
10 branded search terms
- brother bobbin case
- brother bobbin winder
- brother craft cutting machine
- brother embroidery machine
- brother overlock machine
- brother overlocker
- brother printer
- brother sewing machine
- brother sowing machine
- 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.