Brandwave

Baldwin vs Union:Which is more popular?

In September 2026, Baldwin had more branded searches than Union among door handle brands worldwide. Baldwin had about 6,600 branded searches, while Union had 1,410. Baldwin made up 2.1% of all door handle brand searches we track, and Union accounted for 0.44%. When we asked ChatGPT and Google AI Overviews about door handle brands, Baldwin appeared in three of the five answers and Union in none.

Among door handle brands worldwide in September 2026

Who do people search for more?

Baldwin, about 5 searches for every 1 for Union

Baldwin 6.6K searchesUnion 1.4K searches

Who does AI mention more?

Baldwin, mentioned in 3 of 5 answers, Union in 0

Baldwin in 3 of 5Union in 0 of 5

Who does AI recommend more?

Baldwin, the only one of the two named

Baldwin first in 3Union never named

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Top door handle brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Baldwin was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Union 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. Schlage1st
  2. Emtek2nd
  3. Baldwin3rd
  4. Kwikset4th
  5. Yale5th
  6. Carlisle Brass–
  7. Croydex–
  8. Union–
  9. Era–
  10. Gainsborough–

Mentioned by AI

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

  • Schlage4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Emtek4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kwikset3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Baldwin3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Yale2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Carlisle Brass0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Croydex0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Union0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Era0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gainsborough0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about door handle 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 20, 2026.

Is Baldwin or Union more popular in search?

This chart shows how often people search Google for Baldwin and Union by name. Each line represents a brand's share of searches for all ten door handle brands we track, month by month, from English-language searches worldwide.

Baldwin and Union among door handle brands worldwide, by month

Share of searches by month for Baldwin, Union. The figures are in the table below the chart.

View monthly share of searches table
MonthSchlageYaleEmtekKwiksetCarlisle BrassBaldwinCroydexUnionEraGainsborough
Oct 202537.6%30.9%10.8%13.2%2.6%2.2%2.2%0.31%0.11%0.16%
Nov 202537.8%32.8%9.9%12.1%2.4%2%2.4%0.32%0.1%0.14%
Dec 202539.3%32.5%9.8%12%2%1.6%2.4%0.36%0.1%0.09%
Jan 202640.2%30.2%11.1%11.1%2.2%2.2%2.2%0.36%0.1%0.11%
Feb 202644.1%28.5%10%10%2.4%2.4%2%0.39%0.09%0.14%
Mar 202645.3%28.8%8.7%10.6%2.1%2.1%1.7%0.37%0.1%0.15%
Apr 202647.9%27.5%9%9%2.2%2.2%1.5%0.39%0.1%0.11%
May 202647.3%27.7%9.1%9.1%2.2%2.2%1.5%0.65%0.09%0.13%
Jun 202649.9%25.5%8.4%10.2%2%2%1.4%0.34%0.07%0.1%
Jul 202646.4%27.5%9%11%2.2%1.8%1.5%0.38%0.08%0.13%
Aug 202641.2%33.1%8.9%10.9%2.2%1.8%1.4%0.42%0.07%0.13%
Sep 202639.2%33%10.4%10.4%2.5%2.1%1.7%0.44%0.11%0.1%

How has the Baldwin and Union comparison changed over the last 12 months?

3 findings
  • Baldwin was ahead of Union in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Baldwin’s share of searches among door handle brands worldwide moved from 2.2% to 2.1%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
  • Across the 12 months ending September 2026, Union’s share of searches among door handle brands worldwide moved from 0.31% to 0.44%, and its estimated monthly branded searches moved from 1.1K to 1.4K.

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

2 changes

  1. Estimated monthly branded searches for Union worldwide rose 22.6% over 12 measured months, from 1.1K to 1.4K in September 2026.

  2. Estimated monthly branded searches for Baldwin worldwide fell 18.5% over 12 measured months, from 8.1K to 6.6K in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Baldwin’s and Union’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.

Baldwin

1 branded search term

  • baldwin hardware

Union

3 branded search terms

  • union door
  • union door handle
  • union handle

How the Brand Demand Index is measured

Other head-to-heads among door handle brands

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