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 34.2% of all New Zealand guitar brand searches, placing Fender first out of eight brands. When we asked both ChatGPT and Google AI Overviews about guitar brands, Fender appeared in all answers and was the most recommended of the eight.

Search and AI answers in September 2026

Fender is the most searched of 8 competitors and the most recommended in AI answers.

  1. FenderShare of searches 34.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. GibsonShare of searches 18.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. IbanezShare of searches 18.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th
  4. EpiphoneShare of searches 11.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  5. Yamaha GuitarsShare of searches 5.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

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Top guitar brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Fender1st
  2. Yamaha Guitars2nd
  3. Cort3rd
  4. Ibanez4th
  5. Gibson5th
  6. Epiphone6th
  7. PRS7th
  8. Taylor Guitars8th

Mentioned by AI

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

  • Fender5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ibanez5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Yamaha Guitars4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cort4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gibson3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Epiphone2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Taylor Guitars2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • PRS2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about guitar 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 guitar brands compete with Fender?

Fender against guitar brands in New Zealand, by month

Share of searches by month for Fender, Gibson, Ibanez, Epiphone, Yamaha Guitars, Taylor Guitars, PRS, Cort. The figures are in the table below the chart.

View monthly share of searches table
MonthFenderGibsonIbanezEpiphoneYamaha GuitarsTaylor GuitarsPRSCort
Oct 202532.5%20.4%19.1%12.6%5.3%5%3%2%
Nov 202532.1%20.3%17.1%12.2%5.3%7.4%3%2.5%
Dec 202532.5%19.1%18.6%14.2%5%5.1%3.1%2.5%
Jan 202630.9%19%20.3%12.5%5.2%6%3.6%2.4%
Feb 202632.6%20.1%16.2%12.9%6.1%6.2%3.8%2%
Mar 202636.8%20%16.5%10.3%5.3%5.7%3.5%1.9%
Apr 202637.5%17.9%18.2%11.2%5.4%4.9%2.9%2%
May 202638.4%18.7%16.5%10.3%5.6%5.5%3.3%1.8%
Jun 202636.9%18.1%16.6%10.8%5.3%5.5%5%1.8%
Jul 202635.4%18.8%17.3%10.7%6.5%5.8%3.6%1.9%
Aug 202633.7%19.6%18.4%11%5.7%5.9%3.6%2%
Sep 202634.2%18.9%18.6%11.5%5.6%5%3.8%2.5%

  1. 1.Fender

    34.2%

    Held 1st. 4.4K estimated branded searches, -2.7% vs prior month. Share +0.4 points.

  2. 2.Gibson

    18.9%

    Held 2nd. 2.4K estimated branded searches, -7.3% vs prior month. Share -0.7 points.

  3. 3.Ibanez

    18.6%

    Held 3rd. 2.4K estimated branded searches, -2.9% vs prior month. Share +0.2 points.

  4. 4.Epiphone

    11.5%

    Held 4th. 1.5K estimated branded searches, 0% vs prior month. Share +0.4 points.

  5. 5.Yamaha Guitars

    5.6%

    Moved from 6th to 5th. 710 estimated branded searches, -6.6% vs prior month. Share -0.2 points.

  6. 6.Taylor Guitars

    5%

    Moved from 5th to 6th. 640 estimated branded searches, -19% vs prior month. Share -0.9 points.

  7. 7.PRS

    3.8%

    Held 7th. 480 estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.Cort

    2.5%

    Held 8th. 320 estimated branded searches, +23.1% vs prior month. Share +0.5 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 guitar brands in New Zealand increased from 32.5% to 34.2%.
  • Across the 12 months ending September 2026, Fender’s share of searches among guitar brands in New Zealand peaked at 38.4% in May 2026 and was lowest at 30.9% in January 2026.

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

6 changes

  1. In September 2026, Cort gained share of searches among guitar brands in New Zealand, from 2% to 2.5%.

  2. In September 2026, Taylor Guitars lost share of searches among guitar brands in New Zealand, from 5.9% to 5%.

  3. In September 2026, Gibson lost share of searches among guitar brands in New Zealand, from 19.6% to 18.9%.

  4. Ibanez’s share of searches among guitar brands in New Zealand has gained ground for 3 months in a row, from 16.6% to 18.6% in September 2026.

  5. In September 2026, Yamaha Guitars rose from 6th to 5th among guitar brands in New Zealand.

  6. Estimated monthly branded searches for PRS in New Zealand rose 23.1% over 12 measured months, from 390 to 480 in September 2026.

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%Shown above
Mandolin brands1st of 1044.3%Show ranking
Banjo brands1st of 745.5%Show ranking
Baritone guitar brands1st of 356.8%Show ranking
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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