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 13.5% of all New Zealand printer brand searches, placing Brother fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about printer brands, Brother appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

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

  1. HPShare of searches 46.9%Mentioned in 4 of 4 AI answersPlace in AI recommendations 4th
  2. CanonShare of searches 21.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
  3. EpsonShare of searches 15.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  4. BrotherShare of searches 13.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  5. KyoceraShare of searches 1.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top printer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Brother appeared in all four answers. Brother is the most recommended of the six.

Most recommended by AI

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

  1. Brother1st
  2. Epson2nd
  3. Canon3rd
  4. HP4th
  5. Kyocera–
  6. Fuji Xerox–

Mentioned by AI

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

  • HP4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Canon4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Brother4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Epson3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kyocera0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Fuji Xerox0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about printer brands

4 answers

  • Asked ChatGPT

    “Which printer brand should I buy in New Zealand?”

    1. 1Brother
    2. 2Epson
    3. 3Canon
    4. 4HP

  • Asked ChatGPT

    “What are the best printer brands in New Zealand?”

    1. 1Brother
    2. 2Epson
    3. 3Canon
    4. 4HP

  • Asked ChatGPT

    “What's the best printer brand in New Zealand for home printing?”

    1. 1Epson
    2. 2Brother
    3. 3Canon
    4. 4HP

  • Searched Google, AI Overview

    “cheap printer nz”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “wireless printer”

    1. 1HP
    2. 2Brother
    3. 3Canon

Not named in any answer:

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

Which printer brands compete with Brother?

Brother against printer brands in New Zealand, by month

Share of searches by month for HP, Canon, Epson, Brother. The figures are in the table below the chart.

View monthly share of searches table
MonthHPCanonEpsonBrotherKyoceraFuji Xerox
Oct 202544.4%23.1%14.8%14.3%1.8%1.7%
Nov 202544.7%24.1%14.8%13.4%1.4%1.6%
Dec 202541.7%27.2%15%13%1.6%1.6%
Jan 202643.4%23.2%15.7%14.3%1.6%1.7%
Feb 202644.4%20.7%16.2%15.2%1.8%1.8%
Mar 202645.1%21.6%15.2%14.2%1.8%2.1%
Apr 202642.6%21.1%17.3%15.8%1.7%1.5%
May 202643.2%23%15.4%14.7%1.8%1.9%
Jun 202643.9%21.6%17.5%13.6%1.8%1.6%
Jul 202642.9%22.7%17.4%14.1%1.5%1.5%
Aug 202643.4%23.1%17.1%13.2%1.7%1.5%
Sep 202646.9%21.6%15.2%13.5%1.8%1.1%

  1. 1.HP

    46.9%

    Held 1st. 11.5K estimated branded searches, +3% vs prior month. Share +3.4 points.

  2. 2.Canon

    21.6%

    Held 2nd. 5.3K estimated branded searches, -10.6% vs prior month. Share -1.5 points.

  3. 3.Epson

    15.2%

    Held 3rd. 3.7K estimated branded searches, -15.1% vs prior month. Share -1.9 points.

  4. 4.Brother

    13.5%

    Held 4th. 3.3K estimated branded searches, -2.9% vs prior month. Share +0.2 points.

  5. 5.Kyocera

    1.8%

    Held 5th. 430 estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Fuji Xerox

    1.1%

    Held 6th. 270 estimated branded searches, -28.9% vs prior month. Share -0.4 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?

3 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 printer brands in New Zealand decreased from 14.3% to 13.5%.
  • Across the 12 months ending September 2026, Brother’s share of searches among printer brands in New Zealand peaked at 15.8% in April 2026 and was lowest at 13% in December 2025.

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

4 changes

  1. In September 2026, HP gained share of searches among printer brands in New Zealand, from 43.4% to 46.9%.

  2. In September 2026, Epson lost share of searches among printer brands in New Zealand, from 17.1% to 15.2%.

  3. In September 2026, Canon lost share of searches among printer brands in New Zealand, from 23.1% to 21.6%.

  4. Estimated monthly branded searches for Fuji Xerox in New Zealand fell 30.8% over 12 measured months, from 390 to 270 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%Shown above
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%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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