Brandwave

How popular isStanley?

In September 2026, people searched for Stanley by name about 72,300 times worldwide, a 10.8% decrease from the previous year. These searches made up 3.7% of all global hand tool brand searches, placing Stanley sixth out of 13 brands. When we asked both ChatGPT and Google AI Overviews about hand tool brands, Stanley appeared in three of the five answers and was the eighth most recommended of the 13.

Search and AI answers in September 2026

Stanley is the sixth most searched of 13 competitors and the eighth most recommended in AI answers.

  1. KnipexShare of searches 33.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Klein ToolsShare of searches 27.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  3. TektonShare of searches 12.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th
  4. GearWrenchShare of searches 8.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. StanleyShare of searches 3.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 8th

+8 more

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Top hand tool brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Stanley was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Stanley is the eighth most recommended of the 13.

Most recommended by AI

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

  1. Knipex1st
  2. Craftsman2nd
  3. GearWrench3rd
  4. Milwaukee4th
  5. Channellock5th
  6. Klein Tools6th
  7. Tekton7th
  8. Stanley8th
  9. Bahco–
  10. Kincrome–
  11. +3 more

Mentioned by AI

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

  • Milwaukee5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Knipex4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • GearWrench4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Craftsman4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Klein Tools3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tekton3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stanley3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Channellock3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bahco0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kincrome0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about hand tool 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 hand tool brands compete with Stanley?

Stanley against hand tool brands worldwide, by month

Share of searches by month for Knipex, Klein Tools, Tekton, GearWrench, Bahco, Stanley, Kincrome. The figures are in the table below the chart.

View monthly share of searches table
MonthKnipexKlein ToolsTektonGearWrenchBahcoStanleyKincromeChannellockCrescentMilwaukeeIrwinSidchromeCraftsman
Oct 202534.8%23.4%10.5%8.6%8.6%4.7%2.6%1.7%1.4%1.7%1.1%0.62%0.28%
Nov 202533.7%22.7%10.2%10.2%8.3%4.6%3%1.7%1.4%2.5%0.91%0.6%0.32%
Dec 202532.2%26.4%9.7%9.7%7.9%4.3%2.4%1.9%1.3%2.4%0.86%0.58%0.38%
Jan 202634.9%23.5%10.5%10.5%7%3.9%2.6%1.7%1.8%1.7%0.94%0.63%0.28%
Feb 202635.5%23.9%10.7%8.7%7.2%3.9%2.6%2.1%1.5%2.1%0.95%0.64%0.18%
Mar 202633.7%22.7%10.2%8.3%10.2%4.5%2.5%2%1.8%2%0.91%0.6%0.6%
Apr 202635.7%24%10.7%8.8%7.2%3.9%2.6%1.8%1.5%1.8%0.96%0.64%0.43%
May 202631%25.4%11.4%9.3%7.6%5.1%2.8%2.3%1.6%1.5%1%0.83%0.3%
Jun 202632.1%26.2%11.8%9.6%6.4%4.3%2.9%1.9%1.6%1.3%0.86%0.7%0.31%
Jul 202628.4%23.2%23.2%7%5.7%3.8%2.5%1.7%1.4%1.1%0.76%0.62%0.41%
Aug 202632.6%26.8%14.7%8%5.4%3.6%2.9%1.6%1.3%1.3%0.71%0.58%0.39%
Sep 202633.2%27.3%12.2%8.2%6.7%3.7%3%1.6%1.4%1.3%0.73%0.48%0.21%

  1. 1.Knipex

    33.2%

    Held 1st. 201K estimated branded searches, 0% vs prior month. Share +0.6 points.

  2. 2.Klein Tools

    27.3%

    Held 2nd. 165K estimated branded searches, 0% vs prior month. Share +0.5 points.

  3. 3.Tekton

    12.2%

    Held 3rd. 74K estimated branded searches, -18.2% vs prior month. Share -2.5 points.

  4. 4.GearWrench

    8.2%

    Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Bahco

    6.7%

    Held 5th. 40.5K estimated branded searches, +22.4% vs prior month. Share +1.3 points.

  6. 6.Stanley

    3.7%

    Held 6th. 22.2K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Kincrome

    3%

    Held 7th. 18.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.Channellock

    1.6%

    Held 8th. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Crescent

    1.4%

    Held 9th. 8.3K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Milwaukee

    1.3%

    Held 10th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Irwin

    0.73%

    Held 11th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Sidchrome

    0.48%

    Held 12th. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.1 points.

  13. 13.Craftsman

    0.21%

    Held 13th. 1.3K estimated branded searches, -45.8% vs prior month. Share -0.2 points.

Milwaukee and Craftsman sell other things too, so only their searches that name this product count here, like “milwaukee hand tools”.

Compare popularity between Stanley and its closest rivals

Every comparison with Stanley

62 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Stanley worldwide fell from 81.1K to 72.3K.
  • Across the 12 months ending September 2026, Stanley’s share of searches among hand tool brands worldwide decreased from 4.7% to 3.7%.
  • Across the 12 months ending September 2026, Stanley’s share of searches among hand tool brands worldwide peaked at 5.1% in May 2026 and was lowest at 3.6% in August 2026.

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

6 changes

  1. In September 2026, Bahco gained share of searches among hand tool brands worldwide, from 5.4% to 6.7%.

  2. In September 2026, Knipex gained share of searches among hand tool brands worldwide, from 32.6% to 33.2%.

  3. In September 2026, Tekton lost share of searches among hand tool brands worldwide, from 14.7% to 12.2%.

  4. Estimated monthly branded searches for Kincrome worldwide rose 22.3% over 12 measured months, from 14.8K to 18.1K in September 2026.

  5. Estimated monthly branded searches for Klein Tools worldwide rose 22.2% over 12 measured months, from 135K to 165K in September 2026.

  6. Estimated monthly branded searches for Irwin worldwide fell 33.3% over 12 measured months, from 6.6K to 4.4K in September 2026.

How are Stanley’s branded searches counted?

23 search terms

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

  • stanley dead blow hammer
  • stanley folding sawhorse
  • stanley hacksaw
  • stanley hacksaw frame
  • stanley hand plane
  • stanley hand tools
  • stanley jack plane
  • stanley jump starter
  • stanley level
  • stanley mallet
  • stanley mini hacksaw
  • stanley no 5 plane
  • stanley plane
  • stanley rubber mallet
  • stanley sawhorse
  • stanley staple gun
  • stanley tape measure
  • stanley tool box
  • stanley tool chest
  • stanley wheelbarrow
  • stanley wire stripper
  • stanley workbench
  • stanley workbench light

Do you work for Stanley? 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 Stanley compete?

Stanley 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 searchesRanking
Hand tool brands6th of 133.7%Shown above
Wheelbarrow brands7th of 80.18%Show ranking
Jump starter brands6th of 71.2%Show ranking
Jump leads4th of 61.4%Show ranking
Tool chest brands4th of 99.9%Show ranking
Tape measure brands4th of 516.1%Show ranking
Toolbox brands2nd of 1216.5%Show ranking
Staple gun brands6th of 76.2%Show ranking
Hand planer brands3rd of 1012.4%Show ranking
Workbench brands10th of 110.92%Show ranking
Spirit level brands4th of 613.1%Show ranking
Wire stripper brands4th of 53.2%Show ranking
Jack plane brands4th of 68.2%Show ranking
Folding sawhorse brands3rd of 923.2%Show ranking
Hacksaw brands3rd of 69.5%Show ranking
Workbench light brands7th of 70.46%Show ranking
Dead blow hammer brands3rd of 613.5%Show ranking
Rubber mallet brands2nd of 621.5%Show ranking
Creator with pink hair and a pink jacket

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