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 2.5% of all New Zealand power tool brand searches, placing Stanley eighth out of nine brands. When we asked both ChatGPT and Google AI Overviews about power tool brands, Stanley appeared in one of the five answers and was the seventh most recommended of the nine.

Search and AI answers in September 2026

Stanley is the eighth most searched of 9 competitors and the seventh most recommended in AI answers.

  1. MakitaShare of searches 28.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. DeWaltShare of searches 23.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  3. RyobiShare of searches 19.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  4. MilwaukeeShare of searches 10.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. StanleyShare of searches 2.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th

+4 more

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Top power tool brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Stanley was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Stanley is the seventh most recommended of the nine.

Most recommended by AI

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

  1. Makita1st
  2. Milwaukee2nd
  3. DeWalt3rd
  4. Ryobi4th
  5. HiKOKI5th
  6. Bosch6th
  7. Stanley7th
  8. Ozito–
  9. Festool–

Mentioned by AI

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

  • Makita5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • DeWalt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Milwaukee5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ryobi4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HiKOKI3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bosch2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stanley1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ozito0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Festool0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about power 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 19, 2026.

Which power tool brands compete with Stanley?

Stanley against power tool brands in New Zealand, by month

Share of searches by month for Makita, DeWalt, Ryobi, Milwaukee, Ozito, HiKOKI, Festool, Stanley. The figures are in the table below the chart.

View monthly share of searches table
MonthMakitaDeWaltRyobiMilwaukeeOzitoHiKOKIFestoolStanleyBosch
Oct 202531%21.8%19.4%9.5%9%3.6%3.2%2.4%0.01%
Nov 202528.1%23.7%23.1%8.9%8.5%2.9%2.6%2.2%0.01%
Dec 202528.5%20%24.6%9.2%9.9%2.8%2.3%2.7%0.01%
Jan 202629.1%20.9%22.5%9%10.6%3%2.6%2.3%0.01%
Feb 202629.9%23.8%19.4%9.8%8.2%3.2%3.2%2.5%0.02%
Mar 202628.7%22.7%20.2%10.6%8.1%3.6%3.6%2.5%0.01%
Apr 202629.2%23.6%19.6%9.9%9%3.2%2.9%2.6%0.02%
May 202629.3%25%16.7%11.5%8.3%3.2%3.4%2.6%0.01%
Jun 202628.1%27%15.4%11.2%8.1%4%3.7%2.6%0.01%
Jul 202628.1%25.3%15.6%11.7%9%3.8%3.7%2.7%0.01%
Aug 202627.7%25.2%16.7%12.1%8.6%4%3%2.6%0.01%
Sep 202628.7%23.4%19.1%10.8%8.3%3.6%3.6%2.5%0.01%

  1. 1.Makita

    28.7%

    Held 1st. 25K estimated branded searches, +13.1% vs prior month. Share +0.9 points.

  2. 2.DeWalt

    23.4%

    Held 2nd. 20.4K estimated branded searches, +1.5% vs prior month. Share -1.8 points.

  3. 3.Ryobi

    19.1%

    Held 3rd. 16.6K estimated branded searches, +25.4% vs prior month. Share +2.4 points.

  4. 4.Milwaukee

    10.8%

    Held 4th. 9.4K estimated branded searches, -2.4% vs prior month. Share -1.3 points.

  5. 5.Ozito

    8.3%

    Held 5th. 7.3K estimated branded searches, +5.8% vs prior month. Share -0.3 points.

  6. 6.HiKOKI

    3.6%

    Held 6th. 3.1K estimated branded searches, -1.6% vs prior month. Share -0.4 points.

  7. 7.Festool

    3.6%

    Held 7th. 3.1K estimated branded searches, +30.8% vs prior month. Share +0.6 points.

  8. 8.Stanley

    2.5%

    Held 8th. 2.2K estimated branded searches, +4.3% vs prior month. Share -0.1 points.

  9. 9.Bosch

    0.01%

    Held 9th. 10 estimated branded searches, 0% vs prior month. Share 0 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 power tool brands in New Zealand held steady, from 2.4% to 2.5%.

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

6 changes

  1. In September 2026, Ryobi gained share of searches among power tool brands in New Zealand, from 16.7% to 19.1%.

  2. In September 2026, Makita gained share of searches among power tool brands in New Zealand, from 27.7% to 28.7%.

  3. In September 2026, Festool gained share of searches among power tool brands in New Zealand, from 3% to 3.6%.

  4. In September 2026, DeWalt lost share of searches among power tool brands in New Zealand, from 25.2% to 23.4%.

  5. In September 2026, Milwaukee lost share of searches among power tool brands in New Zealand, from 12.1% to 10.8%.

  6. Estimated monthly branded searches for Stanley in New Zealand rose 27.6% over 12 measured months, from 1.7K to 2.2K in September 2026.

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%Shown above
Hand planer brands4th of 60.54%Show ranking
Toolbox brands4th of 65%Show ranking
Hand tool brands4th of 1210.8%Show ranking
Mini hacksaw brands4th of 50.12%Show ranking
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Is Stanley your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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