Secondary Brand is the non-primary brand on a Target+ listing: the collaboration partner, the licensed character or franchise, or the sub-brand that shares the product with the main Brand. It is optional, limited to 50 characters, and can be set on the parent listing or on an individual variant.
The rules
| Rule | Value |
|---|---|
| Required | No |
| Level | Parent listing or variant |
| Character limit | 50 |
| Content | One brand name only, in that brand's own spelling |
Enter it only when a second brand is a genuine part of the product. The main brand always stays in the Brand field and never repeats here.
Set it on the parent when the second brand applies to the whole style, which is nearly always. Use the variant level only when a single colorway or size carries a partner brand the others do not, for example one licensed print in an otherwise unbranded set.
Examples
| Brand | Secondary Brand | Verdict |
|---|---|---|
| Nike | Sacai | Good: a collaboration |
| Hanes | Marvel | Good: a licensed franchise on the product |
| Levi's | (empty) | Good: no second brand, so the field is blank |
| Levi's | Levi's | Weak: repeats the main brand |
| A New Day | Spring 2026 Collection | Weak: a collection name, not a brand |
Common mistakes
- Repeating the main brand to fill an empty field.
- Putting the product line or a collection name here.
- Combining both brand names in one value.
How Osello fills this field
Secondary Brand is a text field available at both the parent listing and the variant level. Osello fills it only when your source product data names a second brand and leaves it blank otherwise; a value set on the parent applies to every variant, and a variant can carry its own when its data differs. Osello's field accepts longer text than Target does, so keep an eye on the 50-character limit when you edit the value yourself.
The rest of Target's requirements are in the Target+ field directory.
Frequently asked questions
Do I need a secondary brand on every listing?
No. Leave it blank unless a collaboration partner, licensed franchise or sub-brand is a real part of the product.
Can the secondary brand differ between variants?
Yes. The field can be set per variant, though in most cases the second brand applies to the whole style and belongs on the parent.
What goes in Brand versus Secondary Brand for a collaboration?
The brand that makes and sells the product goes in Brand. The partner goes in Secondary Brand. Never combine the two in either field.