--- title: "Bernina vs Brother: Which is searched more?" description: "Is Bernina or Brother more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Embroidery machine brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/categories/embroidery-machine-brands/compare/bernina-vs-brother" publisher: "Brandwave" --- # Bernina vs Brother: Which is searched more? Is Bernina or Brother more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Embroidery machine brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Bernina and Brother - **Competitive set**: Embroidery machine brands - **Market**: Global - **Month measured**: Sep 2026 - **Bernina Share of Search**: 31.9% - **Brother Share of Search**: 14.1% ## Is Bernina or Brother more popular in search? - In September 2026, Bernina had more branded searches than Brother among embroidery machine brands worldwide. Bernina had about 91,600 branded searches, while Brother had 40,500. Bernina made up 31.9% of all embroidery machine brand searches we track, and Brother accounted for 14.1%. - The lead changed hands 4 times in the 12 months ending September 2026: Brother took it in December 2025, Bernina took it in January 2026, Brother took it in March 2026, Bernina took it in May 2026. - Across the 12 months ending September 2026, Bernina’s share of searches among embroidery machine brands worldwide moved from 31.3% to 31.9%, and its estimated monthly branded searches moved from 102K to 91.6K. - Across the 12 months ending September 2026, Brother’s share of searches among embroidery machine brands worldwide moved from 18.6% to 14.1%, and its estimated monthly branded searches moved from 60.5K to 40.5K. ## Top embroidery machine brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Brother appeared in all five answers. Bernina was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Brother was listed before Bernina in every answer. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Brother | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Janome | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Bernina | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Tajima | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Melco | 5th | 1 of 3 | 0 of 2 | 1 of 5 | ## Every AI answer about embroidery machine brands - Asked ChatGPT "Which embroidery machine brand should I buy?": 1. Brother, 2. Janome, 3. Bernina, 4. Tajima - Asked ChatGPT "What are the best embroidery machine brands?": 1. Brother, 2. Janome, 3. Bernina, 4. Tajima, 5. Melco - Asked ChatGPT "What's the best embroidery machine brand for home sewing projects?": 1. Brother, 2. Janome, 3. Bernina - Searched Google, AI Overview "best embroidery machine": 1. Tajima, 2. Brother, 3. Janome - Searched Google, AI Overview "computerised embroidery machine": 1. Brother, 2. Janome Brands are listed in the order each answer named them. The answers were collected in the United States on October 20, 2026. ## How did search popularity change for embroidery machine brands worldwide in September 2026? - In September 2026, Bernina gained share of searches among embroidery machine brands worldwide, from 28.1% to 31.9%. - In September 2026, Brother lost share of searches among embroidery machine brands worldwide, from 18.6% to 14.1%. ## Month by month | Month | Bernina estimated searches | Bernina Share of Search | Bernina rank | Brother estimated searches | Brother Share of Search | Brother rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 102K | 31.3% | 2 | 60.5K | 18.6% | 3 | | Nov 2025 | 102K | 30.9% | 2 | 49.5K | 15.1% | 3 | | Dec 2025 | 101K | 23.8% | 3 | 135K | 31.9% | 1 | | Jan 2026 | 107K | 27.7% | 2 | 90.5K | 23.4% | 3 | | Feb 2026 | 103K | 28.9% | 2 | 74K | 20.7% | 3 | | Mar 2026 | 92.8K | 23.6% | 3 | 110K | 28% | 2 | | Apr 2026 | 85.6K | 24.5% | 3 | 90.5K | 25.9% | 2 | | May 2026 | 84.6K | 24.5% | 2 | 74K | 21.5% | 3 | | Jun 2026 | 78.6K | 24.8% | 2 | 74K | 23.4% | 3 | | Jul 2026 | 91.6K | 30.2% | 2 | 60.5K | 19.9% | 3 | | Aug 2026 | 91.6K | 28.1% | 2 | 60.5K | 18.6% | 3 | | Sep 2026 | 91.6K | 31.9% | 2 | 40.5K | 14.1% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Bernina’s and Brother’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Bernina**: Measured on the search terms “bernina”, “bernina 1008”, “bernina serger” and “bernina sewing machine”, summed into one figure. - **Brother**: Measured on the search term “brother embroidery machine”. - [Bernina profile](/demand/global-en/brands/bernina) - [Brother profile](/demand/global-en/brands/brother) - [All embroidery machine brands worldwide](/demand/global-en/categories/embroidery-machine-brands): The set both shares are measured inside, 5 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Bernina or Brother more popular in search? In September 2026, Bernina had more branded searches than Brother among embroidery machine brands worldwide. Bernina had about 91,600 branded searches, while Brother had 40,500. Bernina made up 31.9% of all embroidery machine brand searches we track, and Brother accounted for 14.1%. ## Cite this page Brandwave. "Bernina vs Brother: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/embroidery-machine-brands/compare/bernina-vs-brother This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/embroidery-machine-brands/compare/bernina-vs-brother. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.