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 5% of all New Zealand toolbox brand searches, placing Stanley fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about toolbox brands, Stanley appeared in two of the five answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Stanley is the fourth most searched of 6 competitors and the fourth most recommended in AI answers.

  1. MakitaShare of searches 49.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  2. DeWaltShare of searches 27.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. MilwaukeeShare of searches 16.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. StanleyShare of searches 5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. TactixShare of searches 1.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

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Top toolbox brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Stanley was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Stanley is the fourth most recommended of the six.

Most recommended by AI

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

  1. Milwaukee1st
  2. DeWalt2nd
  3. Makita3rd
  4. Stanley4th
  5. Stanley5th
  6. Tactix6th

Mentioned by AI

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

  • DeWalt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milwaukee3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Makita2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stanley2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tactix2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stanley2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about toolbox 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 toolbox brands compete with Stanley?

Stanley against toolbox brands in New Zealand, by month

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

View monthly share of searches table
MonthMakitaDeWaltMilwaukeeStanleyTactixStanley
Oct 202550.6%27.9%14.6%4.3%1.9%0.73%
Nov 202544.6%35.2%14.4%3.5%1.6%0.65%
Dec 202550.4%28.6%14.1%5.1%1.2%0.6%
Jan 202651.9%29.1%12.3%4.2%1.5%0.97%
Feb 202649.5%28.6%14.2%4.4%2.7%0.46%
Mar 202647.6%28.5%14.4%5%3.8%0.57%
Apr 202645.2%25.3%12.7%4.7%11.5%0.54%
May 202642.4%24.1%15.1%4.6%13.5%0.28%
Jun 202641.9%29.1%15.3%4.4%8.9%0.28%
Jul 202647.9%27.7%16.6%5.4%1.9%0.58%
Aug 202643.3%28.4%21.3%4.8%1.7%0.51%
Sep 202649.8%27.3%16.1%5%1.2%0.6%

  1. 1.Makita

    49.8%

    Held 1st. 9.1K estimated branded searches, +19.7% vs prior month. Share +6.5 points.

  2. 2.DeWalt

    27.3%

    Held 2nd. 5K estimated branded searches, 0% vs prior month. Share -1.1 points.

  3. 3.Milwaukee

    16.1%

    Held 3rd. 3K estimated branded searches, -21.3% vs prior month. Share -5.2 points.

  4. 4.Stanley

    5%

    Held 4th. 920 estimated branded searches, +8.2% vs prior month. Share +0.2 points.

  5. 5.Tactix

    1.2%

    Held 5th. 220 estimated branded searches, -24.1% vs prior month. Share -0.4 points.

  6. 6.Stanley

    0.6%

    Held 6th. 110 estimated branded searches, +22.2% vs prior month. Share +0.1 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?

3 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 toolbox brands in New Zealand increased from 4.3% to 5%.
  • Across the 12 months ending September 2026, Stanley’s share of searches among toolbox brands in New Zealand peaked at 5.4% in July 2026 and was lowest at 3.5% in November 2025.

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

5 changes

  1. In September 2026, Makita gained share of searches among toolbox brands in New Zealand, from 43.3% to 49.8%.

  2. In September 2026, Milwaukee lost share of searches among toolbox brands in New Zealand, from 21.3% to 16.1%.

  3. In September 2026, DeWalt lost share of searches among toolbox brands in New Zealand, from 28.4% to 27.3%.

  4. Tactix’s share of searches among toolbox brands in New Zealand has lost ground for 3 months in a row, from 8.9% to 1.2% in September 2026.

  5. Estimated monthly branded searches for Stanley in New Zealand rose 43.8% over 12 measured months, from 640 to 920 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%Show ranking
Hand planer brands4th of 60.54%Show ranking
Toolbox brands4th of 65%Shown above
Hand tool brands4th of 1210.8%Show ranking
Mini hacksaw brands4th of 50.12%Show ranking
Creator with pink hair and a pink jacket

Is Stanley your brand?

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