Brand is the brand name of the product as it appears on Target+. It is required on every listing, set once per style at the parent listing level, and limited to 50 characters. Target shows the brand on the product page and uses it in search and filtering, and the brand also has to appear in the Title, so the two must agree.
The rules
| Rule | Value |
|---|---|
| Required | Yes, on every listing |
| Level | Parent listing; every variant inherits it |
| Character limit | 50 |
| Content | The brand name only, in the brand's own spelling and capitalization |
Keep the value to the brand name. Descriptors ("by", "Official", "Collection"), the product line, the item type and trademark symbols do not belong here. If the item carries a second brand, a licensed character or a collaboration partner, that goes in Secondary Brand, and the main brand stays on its own here.
Because the field sits on the parent listing, every variant of a style carries the same brand. A style whose colorways come from different brands has to be listed as separate styles.
Use the same spelling on every listing. "Goodfellow & Co" and "Goodfellow and Co" are two brands to Target's search, so pick one form and keep it.
Examples
| Value | Verdict |
|---|---|
| Levi's | Good: the brand name as the brand writes it |
| Cat & Jack | Good: an ampersand in the brand's own name is fine |
| Levi's Men's 501 Original Fit Jeans | Weak: this is a title, not a brand |
| LEVIS | Weak: capitalization and punctuation do not match the brand |
| Nike x Sacai | Weak: put Nike here and Sacai in Secondary Brand |
| Default | Weak: placeholder data from a catalog system, never a real brand |
Common mistakes
- Using the store name when the products come from other brands. Brand describes the product, not the seller.
- Leaving a system placeholder such as "Default" or "N/A" in the field.
- Splitting one brand across two spellings on different listings.
- Stuffing the product line or item type into the field to help search. Those words belong in the title.
How Osello fills this field
Brand is copied straight from your source product data, never guessed by the AI. When a Shopify product carries a brand, that value is used; when your store is set to use one brand for every product, the store's default brand name is used instead. A source value of "Default" is treated as placeholder data and left blank so you can fill it in. The field is managed at the parent listing level, so one value covers the style and all of its variants. See what gets filled in automatically for the other fields that come directly from your products.
Other Target requirements are listed in the Target+ field directory.
Frequently asked questions
Does the brand have to appear in the title too?
Yes. Target's title recipe starts with the brand, and the value in this field should match the brand wording in the title exactly.
Can I list a collaboration or licensed product?
Put the main brand here and the partner brand or license in Secondary Brand. Do not combine them in this field.
What if my products have no brand in Shopify?
Set a default brand name in your Osello store settings and mark all products as that brand; Osello then fills Brand from the store setting. Otherwise, enter the brand on each listing.
Is there a character limit?
Yes, 50 characters. Brand names almost never approach it; if yours does, use the brand's short form as it appears on packaging.