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 67.4% of all New Zealand guitar tuner brand searches, placing Fender first out of six brands. When we asked both ChatGPT and Google AI Overviews about guitar tuner brands, Fender appeared in one of the four answers and was the sixth most recommended of the six.

Search and AI answers in September 2026

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

  1. FenderShare of searches 67.4%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th
  2. KorgShare of searches 19.1%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  3. D'AddarioShare of searches 8.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
  4. BossShare of searches 2.8%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  5. TC ElectronicShare of searches 1.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd

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Top guitar tuner brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Fender was mentioned in one out of four: not in any of the three ChatGPT answers, but in the Google AI Overview. Fender is the sixth most recommended of the six.

Most recommended by AI

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

  1. Boss1st
  2. Korg2nd
  3. TC Electronic3rd
  4. D'Addario4th
  5. Peterson5th
  6. Fender6th

Mentioned by AI

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

  • Korg4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Boss4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • D'Addario3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • TC Electronic3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Peterson2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Fender1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers

See every answer about guitar tuner brands

4 answers

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

Which guitar tuner brands compete with Fender?

Fender against guitar tuner brands in New Zealand, by month

Share of searches by month for Fender, Korg, D'Addario, Boss. The figures are in the table below the chart.

View monthly share of searches table
MonthFenderKorgD'AddarioBossTC ElectronicPeterson
Oct 202567%15.7%10.9%4%1.8%0.67%
Nov 202566.8%16.9%10.4%3.6%1.8%0.45%
Dec 202568.1%15.1%10.6%3.9%1.8%0.46%
Jan 202667.6%16.8%10.7%3%1.4%0.47%
Feb 202666.7%15.6%10.3%5.4%1.5%0.51%
Mar 202668.2%14.5%7.5%8.1%1.3%0.43%
Apr 202670.6%15.7%7.1%4.2%1.8%0.66%
May 202669.9%15.6%7.9%4.5%1.6%0.59%
Jun 202669.4%16.5%8.5%3%2.1%0.43%
Jul 202667.2%17.6%9%3.2%2.1%0.84%
Aug 202663%20.9%11.4%2.4%1.6%0.61%
Sep 202667.4%19.1%8.6%2.8%1.7%0.43%

  1. 1.Fender

    67.4%

    Held 1st. 3.1K estimated branded searches, +1.3% vs prior month. Share +4.4 points.

  2. 2.Korg

    19.1%

    Held 2nd. 890 estimated branded searches, -13.6% vs prior month. Share -1.8 points.

  3. 3.D'Addario

    8.6%

    Held 3rd. 400 estimated branded searches, -28.6% vs prior month. Share -2.8 points.

  4. 4.Boss

    2.8%

    Held 4th. 130 estimated branded searches, +8.3% vs prior month. Share +0.4 points.

  5. 5.TC Electronic

    1.7%

    Held 5th. 80 estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Peterson

    0.43%

    Held 6th. 20 estimated branded searches, -33.3% vs prior month. Share -0.2 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?

2 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 tuner brands in New Zealand peaked at 70.6% in April 2026 and was lowest at 63% in August 2026.

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

5 changes

  1. In September 2026, Fender gained share of searches among guitar tuner brands in New Zealand, from 63% to 67.4%.

  2. In September 2026, D'Addario lost share of searches among guitar tuner brands in New Zealand, from 11.4% to 8.6%.

  3. In September 2026, Korg lost share of searches among guitar tuner brands in New Zealand, from 20.9% to 19.1%.

  4. Estimated monthly branded searches for Peterson in New Zealand fell 33.3% over 12 measured months, from 30 to 20 in September 2026.

  5. Estimated monthly branded searches for Boss in New Zealand fell 27.8% over 12 measured months, from 180 to 130 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%Show ranking
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%Shown above
Tenor ukulele brands1st of 587.5%Show ranking
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