Brandwave

How popular isKennedy?

In September 2026, people searched for Kennedy by name about 11,500 times worldwide, about the same as the previous year. These searches made up 13.5% of all global toolbox brand searches, placing Kennedy third out of 12 brands. When we asked both ChatGPT and Google AI Overviews about toolbox brands, Kennedy did not appear in any of the answers.

Search and AI answers in September 2026

Kennedy is the third most searched of 12 competitors and not listed in any AI answer.

  1. U.S. GeneralShare of searches 20.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  2. StanleyShare of searches 16.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. KennedyShare of searches 13.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. HuskyShare of searches 11.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  5. Snap-onShare of searches 11.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

+7 more

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Top toolbox brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kennedy 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. Milwaukee1st
  2. DeWalt2nd
  3. Husky3rd
  4. Craftsman4th
  5. U.S. General5th
  6. Snap-on6th
  7. ToughBuilt7th
  8. Kobalt8th
  9. Stanley–
  10. Kennedy–
  11. +2 more

Mentioned by AI

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

  • Husky5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Milwaukee5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • DeWalt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Craftsman4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • U.S. General3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Snap-on2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ToughBuilt1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kobalt1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stanley0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kennedy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about toolbox 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 toolbox brands compete with Kennedy?

Kennedy against toolbox brands worldwide, by month

Share of searches by month for U.S. General, Stanley, Kennedy, Husky, Snap-on, Craftsman, Milwaukee, ToughBuilt, DeWalt, Kobalt. The figures are in the table below the chart.

View monthly share of searches table
MonthU.S. GeneralStanleyKennedyHuskySnap-onCraftsmanMilwaukeeToughBuiltDeWaltKobaltMakitaProto
Oct 202530.1%13.4%11%9%11%6%6%4.5%3.2%4%1.4%0.36%
Nov 202520.2%16.5%11%11%11%9%7.3%5.4%4%2.7%1.4%0.36%
Dec 202519.7%16.1%8.8%10.7%8.8%8.8%7.2%4.3%8.8%4.8%1.7%0.35%
Jan 202625.8%14.1%11.5%9.4%9.4%7.7%6.3%4.7%6.3%3.4%1.2%0.37%
Feb 202620.3%13.5%9.1%9.1%9.1%4.9%6%4.5%20.3%1.8%1.1%0.36%
Mar 202627.5%15%12.3%10%10%6.7%6.7%5%3.6%1.6%1.2%0.4%
Apr 202633.5%15%12.2%8.2%8.2%6.7%5.4%4.1%3.6%1.6%1.2%0.4%
May 202620.3%16.6%13.6%11.1%11.1%7.4%7.4%4.5%4%2.2%1.4%0.44%
Jun 202620.7%17%11.4%11.4%11.4%7.6%7.6%4.6%4.1%2.7%1.4%0.36%
Jul 202622.3%18.2%12.2%9.9%9.9%8.1%6.6%4.2%3.6%2.9%1.5%0.39%
Aug 202620.2%16.5%13.5%11.1%11.1%7.4%7.4%4.6%4%2.6%1.4%0.44%
Sep 202620.2%16.5%13.5%11.1%11.1%7.4%7.4%4.6%4%2.6%1.4%0.35%

  1. 1.U.S. General

    20.2%

    Held 1st. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Stanley

    16.5%

    Held 2nd. 12.1K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Kennedy

    13.5%

    Held 3rd. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Husky

    11.1%

    Held 4th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Snap-on

    11.1%

    Held 5th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Craftsman

    7.4%

    Held 6th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Milwaukee

    7.4%

    Held 7th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.ToughBuilt

    4.6%

    Held 8th. 3.4K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.DeWalt

    4%

    Held 9th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Kobalt

    2.6%

    Held 10th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Makita

    1.4%

    Held 11th. 1K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Proto

    0.35%

    Held 12th. 260 estimated branded searches, -18.8% vs prior month. Share -0.1 points.

Snap-on, Craftsman and 5 other brands sell other things too, so only their searches that name this product count here, like “snap on toolbox”.

Compare popularity between Kennedy and its closest rivals

Every comparison with Kennedy

12 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Kennedy worldwide held steady, from 11.8K to 11.5K.
  • Across the 12 months ending September 2026, Kennedy’s share of searches among toolbox brands worldwide increased from 11% to 13.5%.
  • Across the 12 months ending September 2026, Kennedy’s share of searches among toolbox brands worldwide peaked at 13.6% in May 2026 and was lowest at 8.8% in December 2025.

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

6 changes

  1. Kennedy’s share of searches among toolbox brands worldwide has gained ground for 3 months in a row, from 11.4% to 13.5% in September 2026.

  2. Estimated monthly branded searches for Kobalt worldwide fell 47.2% over 12 measured months, from 3.6K to 1.9K in September 2026.

  3. Estimated monthly branded searches for U.S. General worldwide fell 45.4% over 12 measured months, from 27.1K to 14.8K in September 2026.

  4. Estimated monthly branded searches for Makita worldwide fell 23.1% over 12 measured months, from 1.3K to 1K in September 2026.

  5. Estimated monthly branded searches for Proto worldwide fell 18.8% over 12 measured months, from 320 to 260 in September 2026.

  6. Estimated monthly branded searches for Snap-on worldwide fell 18.2% over 12 measured months, from 9.9K to 8.1K in September 2026.

How are Kennedy’s branded searches counted?

3 search terms

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

  • kennedy tool chest
  • kennedy toolbox
  • kennedy tools

Do you work for Kennedy? 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 Kennedy compete?

Kennedy is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Tool chest brands5th of 98.1%Show ranking
Toolbox brands3rd of 1213.5%Shown above
Creator with pink hair and a pink jacket

Is Kennedy 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.

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