Brandwave

How popular isFender?

In September 2026, people searched for Fender by name about 4,370 times in New Zealand, about the same as the previous year. These searches made up 56.8% of all New Zealand baritone guitar brand searches, placing Fender first out of three brands. When we asked both ChatGPT and Google AI Overviews about baritone guitar brands, Fender appeared in two of the five answers and was the second most recommended of the three.

Search and AI answers in September 2026

Fender is the most searched of 3 competitors and the second most recommended in AI answers.

  1. FenderShare of searches 56.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  2. IbanezShare of searches 24.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. GibsonShare of searches 19%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
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Top baritone guitar brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fender was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Fender is the second most recommended of the three.

Most recommended by AI

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

  1. Ibanez1st
  2. Fender2nd
  3. Gibson3rd

Mentioned by AI

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

  • Ibanez4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fender2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gibson1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about baritone guitar brands

5 answers

  • Asked ChatGPT

    “Which baritone guitar brand should I buy in New Zealand?”

    1. 1Ibanez

  • Asked ChatGPT

    “What are the best baritone guitar brands in New Zealand?”

    1. 1Ibanez
    2. 2Fender

  • Asked ChatGPT

    “What's the best baritone guitar brand in New Zealand for deeper tuning?”

    1. Searched Google, AI Overview

      “baritone guitar nz”

      1. 1Ibanez

    2. Searched Google, AI Overview

      “baritone electric guitar”

      1. 1Ibanez
      2. 2Fender
      3. 3Gibson

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

    Which baritone guitar brands compete with Fender?

    Fender against baritone guitar brands in New Zealand, by month

    Share of searches by month for Fender, Ibanez, Gibson. The figures are in the table below the chart.

    View monthly share of searches table
    MonthFenderIbanezGibson
    Oct 202553.9%25.7%20.4%
    Nov 202554.6%24%21.4%
    Dec 202555.9%24.9%19.2%
    Jan 202651.9%29.7%18.4%
    Feb 202653.3%24%22.7%
    Mar 202654.4%22.8%22.8%
    Apr 202654.3%26.1%19.5%
    May 202658.7%21.8%19.5%
    Jun 202655.7%24.1%20.2%
    Jul 202656.8%22.7%20.4%
    Aug 202654.4%24.6%21.1%
    Sep 202656.8%24.2%19%

    1. 1.Fender

      56.8%

      Held 1st. 3.1K estimated branded searches, +1.3% vs prior month. Share +2.4 points.

    2. 2.Ibanez

      24.2%

      Held 2nd. 1.3K estimated branded searches, -4.3% vs prior month. Share -0.3 points.

    3. 3.Gibson

      19%

      Held 3rd. 1.1K estimated branded searches, -12.5% vs prior month. Share -2.1 points.

    Compare popularity between Fender and its closest rivals

    Every comparison with Fender

    20 comparisons

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

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Fender in New Zealand held steady, from 4.2K to 4.4K.
    • Across the 12 months ending September 2026, Fender’s share of searches among baritone guitar brands in New Zealand increased from 53.9% to 56.8%.
    • Across the 12 months ending September 2026, Fender’s share of searches among baritone guitar brands in New Zealand peaked at 58.7% in May 2026 and was lowest at 51.9% in January 2026.

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

    2 changes

    1. In September 2026, Fender gained share of searches among baritone guitar brands in New Zealand, from 54.4% to 56.8%.

    2. In September 2026, Gibson lost share of searches among baritone guitar brands in New Zealand, from 21.1% to 19%.

    How are Fender’s branded searches counted?

    10 search terms

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

    • fender
    • fender acoustic guitar
    • fender bass
    • fender electric guitar
    • fender guitar
    • fender jazzmaster
    • fender mustang
    • fender p bass
    • fender strat
    • fender tele

    Do you work for Fender? 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 Fender compete?

    Fender is ranked in seven competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
    Competitor setRankShare of searchesRanking
    Guitar brands1st of 834.2%Show ranking
    Mandolin brands1st of 1044.3%Show ranking
    Banjo brands1st of 745.5%Show ranking
    Baritone guitar brands1st of 356.8%Shown above
    Guitar amp brands1st of 767.2%Show ranking
    Guitar tuner brands1st of 667.4%Show ranking
    Tenor ukulele brands1st of 587.5%Show ranking
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