Brandwave

How popular isBrother?

In September 2026, people searched for Brother by name about 4,640 times in New Zealand, a 6.4% increase from the previous year. These searches made up 0.99% of all New Zealand bobbin case brand searches, placing Brother sixth out of six brands. When we asked both ChatGPT and Google AI Overviews about bobbin case brands, Brother appeared in four of the five answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Brother is the sixth most searched of 6 competitors and the fourth most recommended in AI answers.

  1. BerninaShare of searches 44.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  2. JanomeShare of searches 31%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. SingerShare of searches 19.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. JUKIShare of searches 2.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. BrotherShare of searches 0.99%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th

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Top bobbin case brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Brother was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Brother is the fourth most recommended of the six.

Most recommended by AI

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

  1. JUKI1st
  2. Janome2nd
  3. Singer3rd
  4. Brother4th
  5. Pfaff5th
  6. Bernina6th

Mentioned by AI

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

  • Singer5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • JUKI5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Brother4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Janome3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bernina1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pfaff1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about bobbin case brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which bobbin case brands compete with Brother?

Brother against bobbin case brands in New Zealand, by month

Share of searches by month for Bernina, Janome, Singer, JUKI, Brother. The figures are in the table below the chart.

View monthly share of searches table
MonthBerninaJanomeSingerJUKIPfaffBrother
Oct 202545.7%33.7%14.7%2.7%2.7%0.54%
Nov 202545.6%33.5%14.1%2.4%3.4%0.97%
Dec 202546.9%35.7%12.1%2.4%2.4%0.48%
Jan 202645.6%33.3%14.9%2.2%3.1%0.88%
Feb 202645.9%34.8%12.1%3.4%3.4%0.48%
Mar 202645.3%30.7%16%3.3%4.2%0.47%
Apr 202645.2%32.4%15.2%3.3%3.3%0.48%
May 202645.2%34.5%14.3%2%3.6%0.4%
Jun 202643.9%33.1%16.7%2.9%2.9%0.42%
Jul 202641.4%32.9%19.4%2.3%3.2%0.9%
Aug 202641.9%37.3%15.7%2.1%2.1%0.85%
Sep 202644.3%31%19.2%2.5%2%0.99%

  1. 1.Bernina

    44.3%

    Held 1st. 900 estimated branded searches, -9.1% vs prior month. Share +2.4 points.

  2. 2.Janome

    31%

    Held 2nd. 630 estimated branded searches, -28.4% vs prior month. Share -6.3 points.

  3. 3.Singer

    19.2%

    Held 3rd. 390 estimated branded searches, +5.4% vs prior month. Share +3.5 points.

  4. 4.JUKI

    2.5%

    Held 4th. 50 estimated branded searches, 0% vs prior month. Share +0.3 points.

  5. 5.Pfaff

    2%

    Held 5th. 40 estimated branded searches, -20% vs prior month. Share -0.1 points.

  6. 6.Brother

    0.99%

    Held 6th. 20 estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Brother and its closest rivals

Every comparison with Brother

11 comparisons

How has branded search demand for Brother changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Brother in New Zealand rose from 4.4K to 4.6K.
  • Across the 12 months ending September 2026, Brother’s share of searches among bobbin case brands in New Zealand held steady, from 0.54% to 0.99%.

How did search popularity change for New Zealand bobbin case brands in September 2026?

5 changes

  1. In September 2026, Singer gained share of searches among bobbin case brands in New Zealand, from 15.7% to 19.2%.

  2. In September 2026, Bernina gained share of searches among bobbin case brands in New Zealand, from 41.9% to 44.3%.

  3. In September 2026, Janome lost share of searches among bobbin case brands in New Zealand, from 37.3% to 31%.

  4. Estimated monthly branded searches for Brother in New Zealand rose 100% over 12 measured months, from 10 to 20 in September 2026.

  5. Estimated monthly branded searches for Pfaff in New Zealand fell 20% over 12 measured months, from 50 to 40 in September 2026.

How are Brother’s branded searches counted?

16 search terms

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

  • brother a3 printer
  • brother bobbin case
  • brother bobbin winder
  • brother ink
  • brother inkjet printer
  • brother inktank printer
  • brother label printer
  • brother laser printer
  • brother mfc printer
  • brother overlock machine
  • brother printer
  • brother printer inks
  • brother printer offline
  • brother thermal printer
  • brother toner
  • brother wireless printer

Do you work for Brother? 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 Brother compete?

Brother is ranked in nine competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Printer brands4th of 613.5%Show ranking
Printer toner brands6th of 60.45%Show ranking
Laser printer brands5th of 50.45%Show ranking
Ink cartridges brands4th of 41.1%Show ranking
Barcode labels brands3rd of 517.2%Show ranking
Bobbin case brands6th of 60.99%Shown above
Overlock machine brands5th of 50.51%Show ranking
Bobbin winder brands4th of 40.93%Show ranking
Barcode printer brands4th of 46.9%Show ranking
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Is Brother your brand?

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