Brandwave

How popular isFender in search?

In September 2026, there were an estimated 831K branded searches for Fender worldwide which is down 18.2% over the last 12 months. Fender holds 62.8% estimated Share of Search among baritone guitar brands worldwide and is ranked 1st of 7 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Fender62.8%
  2. Ibanez15.2%
  3. PRS8.3%
  4. Martin5.6%
  5. Gretsch3.7%
  6. Squier3.7%
  7. Gibson0.61%
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Which baritone guitar brands compete with Fender?

Fender against baritone guitar brands worldwide, by month

Share of Search by month for Fender, Ibanez, PRS, Martin, Gretsch, Squier. The figures are in the table below the chart.

View monthly share of search table
MonthFenderIbanezPRSMartinGretschSquierGibson
Oct 202566.1%13.1%7.2%5.9%3.9%3.2%0.64%
Nov 202564.6%15.4%6.9%5.7%3.8%3.1%0.62%
Dec 202564.6%15.4%6.9%5.7%3.8%3.1%0.62%
Jan 202661.7%18%6.6%6.6%3.6%3%0.59%
Feb 202664%14.9%8.2%5.5%3.7%3%0.74%
Mar 202663.9%18.9%5.7%4.7%3.1%3.1%0.62%
Apr 202664.9%15.2%6.8%5.6%3.7%3.1%0.75%
May 202663.1%19%6.9%4.7%3.1%2.6%0.62%
Jun 202660.2%22.1%8.1%3.6%3%2.4%0.49%
Jul 202664.6%15.6%7%5.8%3.2%3.2%0.63%
Aug 202663.2%15.3%8.4%5.6%3.8%3.1%0.62%
Sep 202662.8%15.2%8.3%5.6%3.7%3.7%0.61%

  1. 1.Fender

    62.8%

    Held 1st. 831K estimated branded searches, 0% vs prior month. Share -0.4 points.

  2. 2.Ibanez

    15.2%

    Held 2nd. 201K estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.PRS

    8.3%

    Held 3rd. 110K estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.Martin

    5.6%

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

  5. 5.Gretsch

    3.7%

    Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Squier

    3.7%

    Held 6th. 49.5K estimated branded searches, +22.2% vs prior month. Share +0.7 points.

  7. 7.Gibson

    0.61%

    Held 7th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Fender and its closest rivals

Every comparison with Fender

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Fender worldwide fell from 1M to 831K.
  • Across the 12 months ending September 2026, Fender’s estimated Share of Search among baritone guitar brands worldwide decreased from 66.1% to 62.8%.
  • Across the 12 months ending September 2026, Fender’s estimated Share of Search among baritone guitar brands worldwide peaked at 66.1% in October 2025 and was lowest at 60.2% in June 2026.

How did search popularity change for baritone guitar brands worldwide in September 2026?

  1. In September 2026, Squier gained estimated Share of Search among baritone guitar brands worldwide, from 3.1% to 3.7%.

  2. Ibanez’s estimated Share of Search among baritone guitar brands worldwide has lost ground for 3 months in a row, from 22.1% to 15.2% in September 2026.

  3. Estimated monthly branded searches for Martin worldwide fell 18.2% over 12 measured months, from 90.5K to 74K in September 2026.

  4. Estimated monthly branded searches for Fender worldwide fell 18.2% over 12 measured months, from 1M to 831K in September 2026.

  5. Estimated monthly branded searches for Gibson worldwide fell 18.2% over 12 measured months, from 9.9K to 8.1K in September 2026.

  6. Estimated monthly branded searches for Gretsch worldwide fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.

Where does Fender compete?

Fender is ranked in 18 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Bass guitars2nd of 615.7%Show ranking
Harmonicas2nd of 619.7%Show ranking
Guitar amps2nd of 631.8%Show ranking
Guitar amp brands2nd of 433.2%Show ranking
Banjo brands1st of 752.7%Show ranking
Guitar tuner brands1st of 758.5%Show ranking
Guitar brands1st of 662.3%Show ranking
Baritone guitar brands1st of 762.8%Shown above
Electric guitars1st of 663.4%Show ranking
Mandolin brands1st of 768.7%Show ranking
Guitar capo brands1st of 675%Show ranking
Gig bag brands1st of 476.3%Show ranking
Guitar strap brands1st of 677.1%Show ranking
Guitar cable brands1st of 677.6%Show ranking
Guitar pick brands1st of 680.7%Show ranking
Guitar stand brands1st of 783.3%Show ranking
Guitar case brands1st of 684.7%Show ranking
Tenor ukulele brands1st of 688.2%Show ranking

How is Fender measured?

Brandwave collects information about searches that people make online using Fender’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.

4 branded search terms

  • fender
  • fender guitar
  • fender mustang
  • fender strat

Do you work for Fender? 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

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