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 16.5% of all global toolbox brand searches, placing Stanley second out of 12 brands. When we asked both ChatGPT and Google AI Overviews about toolbox brands, Stanley did not appear in any of the answers.

Search and AI answers in September 2026

Stanley is the second 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, Stanley 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 Stanley?

Stanley 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 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 toolbox brands worldwide increased from 13.4% to 16.5%.
  • Across the 12 months ending September 2026, Stanley’s share of searches among toolbox brands worldwide peaked at 18.2% in July 2026 and was lowest at 13.4% in October 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 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%Show ranking
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%Shown above
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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