Brandwave

How popular isHerschel?

In September 2026, people searched for Herschel by name about 324,000 times worldwide, a 25.8% increase from the previous year. These searches made up 7.7% of all global laptop case brand searches, placing Herschel fifth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about laptop case brands, Herschel did not appear in any of the answers.

Search and AI answers in September 2026

Herschel is the fifth most searched of 11 competitors and not listed in any AI answer.

  1. tomtocShare of searches 24.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. MOSISOShare of searches 17.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  3. ThuleShare of searches 12.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. BellroyShare of searches 10.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. HerschelShare of searches 7.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+6 more

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Top laptop case brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Herschel did not appear in any of the five answers.

Most recommended by AI

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

  1. tomtoc1st
  2. Thule2nd
  3. Incase3rd
  4. Bellroy4th
  5. Pelican5th
  6. MOSISO6th
  7. Case Logic7th
  8. Herschel–
  9. Tumi–
  10. Native Union–
  11. +1 more

Mentioned by AI

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

  • tomtoc4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Thule4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MOSISO2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bellroy2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pelican2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Incase2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Case Logic1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Herschel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tumi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Native Union0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about laptop case brands

5 answers

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 laptop case brands compete with Herschel?

Herschel against laptop case brands worldwide, by month

Share of searches by month for tomtoc, MOSISO, Thule, Bellroy, Herschel, Tumi, Pelican, Incase, Case Logic, Native Union. The figures are in the table below the chart.

View monthly share of searches table
MonthtomtocMOSISOThuleBellroyHerschelTumiPelicanIncaseCase LogicNative UnionInateck
Oct 202519.4%18%12.4%12.1%7.8%6.3%8.7%8.8%3.6%1.7%1.2%
Nov 202517.6%16.7%16.6%11.3%9%7.4%8%7.5%3%1.7%1.1%
Dec 202523.5%15%12.8%15.2%8.2%7.1%6.2%7.6%1.9%1.7%0.86%
Jan 202629.3%14.3%14.1%8.2%8.7%5.7%5.9%8.8%2.8%1.4%0.8%
Feb 202641.1%12.7%13.9%6.6%4.1%4.6%5.7%7.1%2%1.3%0.81%
Mar 202644%16.8%8%7.7%5%3.4%5.8%5%2%1.7%0.57%
Apr 202620.4%10.4%18.5%7.6%4.7%3.9%5.4%5%22%1.5%0.67%
May 202625.4%17.5%9.5%9%4.6%6.2%6.5%5.6%12.5%2.2%1.1%
Jun 202635.9%11.7%8.7%8.3%4.1%5.3%6%15.6%1.6%1.8%1.1%
Jul 202625.5%12.8%11%15.5%5.3%5.8%6.5%12.4%2.3%1.8%0.89%
Aug 202624.8%14.7%12.6%14.3%7.4%6.2%6.1%8.9%2.3%1.8%0.96%
Sep 202624.6%17.3%12.3%10.4%7.7%7.5%7.3%6.1%2.9%2.2%1.7%

  1. 1.tomtoc

    24.6%

    Held 1st. 7K estimated branded searches, -17.5% vs prior month. Share -0.1 points.

  2. 2.MOSISO

    17.3%

    Held 2nd. 4.9K estimated branded searches, -2.2% vs prior month. Share +2.6 points.

  3. 3.Thule

    12.3%

    Moved from 4th to 3rd. 3.5K estimated branded searches, -19.2% vs prior month. Share -0.3 points.

  4. 4.Bellroy

    10.4%

    Moved from 3rd to 4th. 3K estimated branded searches, -39.8% vs prior month. Share -3.9 points.

  5. 5.Herschel

    7.7%

    Moved from 6th to 5th. 2.2K estimated branded searches, -12.7% vs prior month. Share +0.4 points.

  6. 6.Tumi

    7.5%

    Moved from 7th to 6th. 2.1K estimated branded searches, -0.47% vs prior month. Share +1.2 points.

  7. 7.Pelican

    7.3%

    Moved from 8th to 7th. 2.1K estimated branded searches, -0.96% vs prior month. Share +1.2 points.

  8. 8.Incase

    6.1%

    Moved from 5th to 8th. 1.7K estimated branded searches, -43.1% vs prior month. Share -2.8 points.

  9. 9.Case Logic

    2.9%

    Held 9th. 830 estimated branded searches, +6.4% vs prior month. Share +0.6 points.

  10. 10.Native Union

    2.2%

    Held 10th. 620 estimated branded searches, -1.6% vs prior month. Share +0.3 points.

  11. 11.Inateck

    1.7%

    Held 11th. 490 estimated branded searches, +48.5% vs prior month. Share +0.8 points.

Herschel, tomtoc and 6 other brands sell other things too, so only their searches that name this product count here, like “herschel laptop case”.

Compare popularity between Herschel and its closest rivals

Every comparison with Herschel

36 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Herschel worldwide rose from 258K to 324K.
  • Across the 12 months ending September 2026, Herschel’s share of searches among laptop case brands worldwide peaked at 9% in November 2025 and was lowest at 4.1% in June 2026.
  • Across the 12 months ending September 2026, Herschel rose from 7th to 5th among laptop case brands worldwide.

How did search popularity change for laptop case brands worldwide in September 2026?

6 changes

  1. In September 2026, Tumi overtook Incase to rank 6th among laptop case brands worldwide, with 7.5% of the searches.

  2. In September 2026, Pelican overtook Incase to rank 7th among laptop case brands worldwide, with 7.3% of the searches.

  3. In September 2026, MOSISO gained share of searches among laptop case brands worldwide, from 14.7% to 17.3%.

  4. In September 2026, Inateck gained share of searches among laptop case brands worldwide, from 0.96% to 1.7%.

  5. In September 2026, Case Logic gained share of searches among laptop case brands worldwide, from 2.3% to 2.9%.

  6. In September 2026, Bellroy lost share of searches among laptop case brands worldwide, from 14.3% to 10.4%.

How are Herschel’s branded searches counted?

11 search terms

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

  • herschel
  • herschel america backpack
  • herschel backpack
  • herschel bag
  • herschel laptop bag
  • herschel laptop case
  • herschel laptop sleeve
  • herschel lunch bag
  • herschel macbook case
  • herschel macbook sleeve
  • herschel wallet

Do you work for Herschel? 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 Herschel compete?

Herschel is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Backpack brands3rd of 1213.6%Show ranking
School bags4th of 513.8%Show ranking
Wallet brands7th of 70.62%Show ranking
Lunch bag brands5th of 82.5%Show ranking
Laptop bag brands5th of 74.2%Show ranking
Laptop case brands5th of 117.7%Shown above
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