Brandwave

How popular isStanley?

In September 2026, people searched for Stanley by name about 2,630 times in New Zealand, a 20.6% increase from the previous year. These searches made up 10.8% of all New Zealand hand tool brand searches, placing Stanley fourth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about hand tool brands, Stanley appeared in all answers and was the most recommended of the 12.

Search and AI answers in September 2026

Stanley is the fourth most searched of 12 competitors and the most recommended in AI answers.

  1. BahcoShare of searches 20.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. KnipexShare of searches 18.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  3. KincromeShare of searches 14.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  4. StanleyShare of searches 10.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. WeraShare of searches 9.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

+7 more

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Top hand tool brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Stanley appeared in all five answers. Stanley is the most recommended of the 12.

Most recommended by AI

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

  1. Stanley1st
  2. Bahco2nd
  3. Stanley3rd
  4. Knipex4th
  5. Kincrome5th
  6. Wera6th
  7. Wiha7th
  8. Irwin8th
  9. Teng Tools–
  10. GearWrench–
  11. +2 more

Mentioned by AI

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

  • Stanley5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Stanley5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bahco4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Knipex3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kincrome3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wera2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wiha1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Irwin1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Teng Tools0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • GearWrench0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about hand tool brands

5 answers

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 hand tool brands compete with Stanley?

Stanley against hand tool brands in New Zealand, by month

Share of searches by month for Bahco, Knipex, Kincrome, Stanley, Wera, Wiha, Teng Tools, GearWrench. The figures are in the table below the chart.

View monthly share of searches table
MonthBahcoKnipexKincromeStanleyWeraWihaTeng ToolsGearWrenchIrwinStahlwilleSidchromeStanley
Oct 202518.7%16.4%18%10.3%7.4%7.2%8.9%6.6%1.8%2%1.6%1.2%
Nov 202520.7%15.8%17%9.4%9.9%7.7%7.9%5.2%1.9%1.6%1.7%1.2%
Dec 202523.7%15.4%16.6%11.7%9%6.6%6.5%5.1%1.8%1.5%1.1%0.89%
Jan 202619.7%16%15.9%10%8.4%7.6%8.9%6.5%2.1%1.8%1.5%1.6%
Feb 202621%16.1%13%10.6%10.6%7.8%8.1%6.4%2%2%1.7%0.78%
Mar 202618.6%19.2%13.3%11.1%9.1%7.5%8.9%6.4%1.9%1.7%1.2%0.92%
Apr 202617.4%17.9%14.1%12.3%9.2%7.9%8%6.4%2.1%2%1.7%0.96%
May 202617.7%19.7%14%10.1%9%7.9%8.4%6.9%1.8%2%2%0.45%
Jun 202617.7%20.6%13.8%10.4%8.7%7.4%8.7%7.1%1.9%1.8%1.4%0.42%
Jul 202620.1%19%14.3%9.8%9.9%8.1%7.4%5.6%2%1.6%1.5%0.73%
Aug 202618.6%20.1%13.9%9.2%9.8%9.2%7.3%6%2.3%1.5%1.4%0.7%
Sep 202620.1%18.1%14.9%10.8%9.6%7.4%7.2%6.5%1.6%1.6%1.3%0.94%

  1. 1.Bahco

    20.1%

    Moved from 2nd to 1st. 2.4K estimated branded searches, -2.1% vs prior month. Share +1.5 points.

  2. 2.Knipex

    18.1%

    Moved from 1st to 2nd. 2.1K estimated branded searches, -18.5% vs prior month. Share -2 points.

  3. 3.Kincrome

    14.9%

    Held 3rd. 1.7K estimated branded searches, -2.8% vs prior month. Share +1 points.

  4. 4.Stanley

    10.8%

    Moved from 5th to 4th. 1.3K estimated branded searches, +5.9% vs prior month. Share +1.6 points.

  5. 5.Wera

    9.6%

    Moved from 4th to 5th. 1.1K estimated branded searches, -11.8% vs prior month. Share -0.2 points.

  6. 6.Wiha

    7.4%

    Held 6th. 860 estimated branded searches, -27.7% vs prior month. Share -1.9 points.

  7. 7.Teng Tools

    7.2%

    Held 7th. 840 estimated branded searches, -10.6% vs prior month. Share -0.1 points.

  8. 8.GearWrench

    6.5%

    Held 8th. 760 estimated branded searches, -1.3% vs prior month. Share +0.5 points.

  9. 9.Irwin

    1.6%

    Held 9th. 190 estimated branded searches, -36.7% vs prior month. Share -0.7 points.

  10. 10.Stahlwille

    1.6%

    Held 10th. 190 estimated branded searches, -5% vs prior month. Share +0.1 points.

  11. 11.Sidchrome

    1.3%

    Held 11th. 150 estimated branded searches, -16.7% vs prior month. Share -0.1 points.

  12. 12.Stanley

    0.94%

    Held 12th. 110 estimated branded searches, +22.2% vs prior month. Share +0.2 points.

Compare popularity between Stanley and its closest rivals

Every comparison with Stanley

20 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Stanley in New Zealand rose from 2.2K to 2.6K.
  • Across the 12 months ending September 2026, Stanley’s share of searches among hand tool brands in New Zealand peaked at 12.3% in April 2026 and was lowest at 9.2% in August 2026.

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

6 changes

  1. In September 2026, Bahco overtook Knipex to become the leader among hand tool brands in New Zealand, with 20.1% of the searches.

  2. In September 2026, Stanley overtook Wera to rank 4th among hand tool brands in New Zealand, with 10.8% of the searches.

  3. In September 2026, Kincrome gained share of searches among hand tool brands in New Zealand, from 13.9% to 14.9%.

  4. In September 2026, GearWrench gained share of searches among hand tool brands in New Zealand, from 6% to 6.5%.

  5. In September 2026, Knipex lost share of searches among hand tool brands in New Zealand, from 20.1% to 18.1%.

  6. In September 2026, Wiha lost share of searches among hand tool brands in New Zealand, from 9.2% to 7.4%.

How are Stanley’s branded searches counted?

19 search terms

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

  • stanley battery
  • stanley battery tools
  • stanley drill
  • stanley drill set
  • stanley fatmax battery
  • stanley fatmax drill
  • stanley fatmax tools
  • stanley hacksaw
  • stanley hand plane
  • stanley impact drill
  • stanley knife
  • stanley knife blades
  • stanley plane
  • stanley power tools
  • stanley socket set
  • stanley spanner
  • stanley tape measure
  • stanley tool kit
  • stanley tools

Do you work for Stanley? 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 Stanley compete?

Stanley is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Power tool brands8th of 92.5%Show ranking
Hand planer brands4th of 60.54%Show ranking
Toolbox brands4th of 65%Show ranking
Hand tool brands4th of 1210.8%Shown above
Mini hacksaw brands4th of 50.12%Show ranking
Creator with pink hair and a pink jacket

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