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 0.51% of all New Zealand overlock machine brand searches, placing Brother fifth out of five brands. When we asked both ChatGPT and Google AI Overviews about overlock machine brands, Brother appeared in all answers and was the most recommended of the five.

Search and AI answers in September 2026

Brother is the fifth most searched of 5 competitors and the most recommended in AI answers.

  1. BerninaShare of searches 45.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  2. JanomeShare of searches 31.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. SingerShare of searches 19.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. JUKIShare of searches 2.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  5. BrotherShare of searches 0.51%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
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Top overlock machine brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Brother appeared in all five answers. Brother is the most recommended of the five.

Most recommended by AI

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

  1. Brother1st
  2. Janome2nd
  3. JUKI3rd
  4. Singer4th
  5. Bernina5th

Mentioned by AI

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

  • JUKI5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Brother5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Janome4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bernina3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Singer1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about overlock machine brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which overlock machine brands compete with Brother?

Brother against overlock machine 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
MonthBerninaJanomeSingerJUKIBrother
Oct 202546.9%34.6%15.1%2.8%0.56%
Nov 202547.5%34.8%14.6%2.5%0.51%
Dec 202548%36.6%12.4%2.5%0.5%
Jan 202647.3%34.5%15.5%2.3%0.45%
Feb 202647.5%36%12.5%3.5%0.5%
Mar 202647.3%32%16.7%3.4%0.49%
Apr 202646.8%33.5%15.8%3.4%0.49%
May 202646.9%35.8%14.8%2.1%0.41%
Jun 202645.3%34.1%17.2%3%0.43%
Jul 202643%34.1%20.1%2.3%0.47%
Aug 202643%38.3%16.1%2.2%0.43%
Sep 202645.5%31.8%19.7%2.5%0.51%

  1. 1.Bernina

    45.5%

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

  2. 2.Janome

    31.8%

    Held 2nd. 630 estimated branded searches, -28.4% vs prior month. Share -6.4 points.

  3. 3.Singer

    19.7%

    Held 3rd. 390 estimated branded searches, +5.4% vs prior month. Share +3.6 points.

  4. 4.JUKI

    2.5%

    Held 4th. 50 estimated branded searches, 0% vs prior month. Share +0.4 points.

  5. 5.Brother

    0.51%

    Held 5th. 10 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 overlock machine brands in New Zealand held steady, from 0.56% to 0.51%.

How did search popularity change for New Zealand overlock machine brands in September 2026?

3 changes

  1. In September 2026, Singer gained share of searches among overlock machine brands in New Zealand, from 16.1% to 19.7%.

  2. In September 2026, Bernina gained share of searches among overlock machine brands in New Zealand, from 43% to 45.5%.

  3. In September 2026, Janome lost share of searches among overlock machine brands in New Zealand, from 38.3% to 31.8%.

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%Show ranking
Overlock machine brands5th of 50.51%Shown above
Bobbin winder brands4th of 40.93%Show ranking
Barcode printer brands4th of 46.9%Show ranking
Creator with pink hair and a pink jacket

Is Brother your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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