Brandwave

Brown & Bates vs Willis Legal:Which is more popular in New Zealand?

In October 2026, Willis Legal had more branded searches than Brown & Bates among Napier law firms in New Zealand. Willis Legal had about 380 branded searches, while Brown & Bates had 20. Willis Legal made up 31.1% of all Napier law firm searches we track, and Brown & Bates accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about Napier law firms, Brown & Bates and Willis Legal each appeared in two of the three answers. Willis Legal was mentioned before Brown & Bates in every answer that named either.

Among Napier law firms in New Zealand in October 2026

Who do people search for more?

Willis Legal, about 19 searches for every 1 for Brown & Bates

Willis Legal 380 searchesBrown & Bates 20 searches

Who does AI mention more?

Both were mentioned in 2 of 3 answers.

Brown & Bates in 2 of 3Willis Legal in 2 of 3

Who does AI recommend more?

Willis Legal, named ahead of Brown & Bates in 2 of 2 answers

Willis Legal first in 2Brown & Bates never first

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Top Napier law firms in ChatGPT and Google AI Overviews

In three ChatGPT questions, Brown & Bates and Willis Legal were each mentioned in two out of three: in two of the three ChatGPT answers. Willis Legal was listed before Brown & Bates in every answer that named either.

Most recommended by AI

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

  1. Langley Twigg Law1st
  2. Carlile Dowling2nd
  3. Sainsbury Logan & Williams3rd
  4. Willis Legal4th
  5. Brown & Bates5th
  6. Legal Matters6th
  7. Goodwill Law–

Mentioned by AI

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

See every answer about Napier law firms

3 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.

Is Brown & Bates or Willis Legal more popular in search?

This chart shows how often people search Google for Brown & Bates and Willis Legal by name. Each line represents a brand's share of searches for all seven Napier law firms we track, month by month, from searches in New Zealand.

Brown & Bates and Willis Legal among Napier law firms in New Zealand, by month

Share of searches by month for Willis Legal, Brown & Bates. The figures are in the table below the chart.

View monthly share of searches table
MonthWillis LegalLangley Twigg LawSainsbury Logan & WilliamsCarlile DowlingLegal MattersBrown & BatesGoodwill Law
Nov 202540%24.6%18.5%13.1%2.3%0.77%0.77%
Dec 202535.8%30.2%17.9%12.3%1.9%0.94%0.94%
Jan 202633.6%34.3%18.6%10.7%1.4%0.71%0.71%
Feb 202633.1%27.5%22.5%14.1%1.4%0.7%0.7%
Mar 202635.2%29.1%20%12.7%1.8%0.61%0.61%
Apr 202633.3%31%19%13.5%1.6%0.79%0.79%
May 202634.6%35.3%14%13.2%1.5%0.74%0.74%
Jun 202634.1%31.7%17.1%12.2%1.6%2.4%0.81%
Jul 202631.4%32.2%19%13.2%2.5%1.7%0%
Aug 202634.4%32%18.9%10.7%1.6%1.6%0.82%
Sep 202635.6%29.5%17.4%12.9%2.3%1.5%0.76%
Oct 202631.1%26.2%18.9%18%3.3%1.6%0.82%

How has branded search for Brown & Bates and Willis Legal changed in New Zealand over the last 12 months?

3 findings

How did search popularity change for New Zealand Napier law firms in October 2026?

2 changes

  1. In October 2026, Willis Legal lost share of searches among Napier law firms in New Zealand, from 35.6% to 31.1%.

  2. Estimated monthly branded searches for Brown & Bates in New Zealand rose 100% over 12 measured months, from 10 to 20 in October 2026.

How are Brown & Bates’ and Willis Legal’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Brown & Bates’ and Willis Legal’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Brown & Bates

2 branded search terms

  • brown & bates
  • brown and bates

Willis Legal

2 branded search terms

  • willis legal
  • willis legal napier

How the Brand Demand Index is measured

Other head-to-heads among Napier law firms

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