Brandwave

Baldwin vs Yale:Which is more popular?

In September 2026, Yale had more branded searches than Baldwin among door handle brands worldwide. Yale had about 105,000 branded searches, while Baldwin had 6,600. Yale made up 33% of all door handle brand searches we track, and Baldwin accounted for 2.1%. When we asked ChatGPT and Google AI Overviews about door handle brands, Baldwin appeared in three of the five answers and Yale in two. Baldwin was mentioned before Yale in every answer that named either.

Among door handle brands worldwide in September 2026

Who do people search for more?

Yale, about 16 searches for every 1 for Baldwin

Yale 105K searchesBaldwin 6.6K searches

Who does AI mention more?

Baldwin, mentioned in 3 of 5 answers, Yale in 2

Baldwin in 3 of 5Yale in 2 of 5

Who does AI recommend more?

Baldwin, named ahead of Yale in 3 of 3 answers

Baldwin first in 3Yale never first

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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. Yale was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Baldwin was listed before Yale in every answer that named either.

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 Yale more popular in search?

This chart shows how often people search Google for Baldwin and Yale 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 Yale among door handle brands worldwide, by month

Share of searches by month for Yale, Baldwin. 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 Yale comparison changed over the last 12 months?

3 findings
  • Yale was ahead of Baldwin 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, Yale’s share of searches among door handle brands worldwide moved from 30.9% to 33%, and its estimated monthly branded searches moved from 116K to 105K.

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

1 change

  1. 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 Yale’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

Yale

3 branded search terms

  • yale door lock
  • yale lock
  • yale smart lock

How the Brand Demand Index is measured

Other head-to-heads among door handle brands

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