Target

Target in brief

• Rank: #63 of 100 in America's Most Powerful 100 Brands 2026; #5 of 9 in Retail & E-Commerce.
• WCRC Power Score: 71.88 out of 100.
• Founded: 1902, by George Dayton (Dayton's); first Target store opened in 1962.
• Owner: Target Corporation, Minneapolis, Minnesota.
• Leadership: Michael Fiddelke, CEO.
• Latest revenue: $104.8bn revenue (FY2025, year to Jan 2026, -1.7%), as per company filings.

What makes Target powerful

Target's power comes from making everyday shopping feel a little special. Its red bullseye sits over about 2,000 stores, and shoppers know it for stylish, affordable goods rather than the lowest possible price. Designer collaborations keep that promise fresh. In 2026 it sold a limited-time LoveShack Fancy collection, and it named fashion designer Isaac Mizrahi, who first worked with Target in 2003, as creative director at large.

The brand also mixes stores with fast digital service. In the second quarter of 2026 its digital comparable sales rose 8.7%, helped by same-day delivery from its stores. Target also ties its name to its home communities, giving 5% of its operating profits back to them. That blend of design, convenience and civic presence has made Target a brand that many shoppers treat with real affection, not just habit.

Target gives 5% of its operating profits back to the communities it serves, a commitment its chief executive restated in 2026.

Why Target ranks #63

Target sits at #63 with a WCRC Power Score of 71.88, a whisker behind Goldman Sachs and Dell and just ahead of HP and Johnson & Johnson. It scores well on positioning and recall, since nearly every American knows the bullseye. Its consumer trust took a hit from boycotts in 2025, which holds it back against the brands just above. Its recovering sales and digital strength keep it ahead of HP and J&J in a very tight group.

The Achilles' heel

Target's Achilles' heel is trust. Its rollback of diversity, equity and inclusion programs led to protests and boycotts, and its hometown of Minneapolis became a flashpoint during an immigration crackdown. In March 2026 chief executive Michael Fiddelke acknowledged that the past year's turmoil had hurt sales and said, "we know we've got trust to win back with guests." Comparable sales fell 3.8% in the first quarter of 2025 and kept falling through the year. Any new controversy could undo its recovery.

The 2026 story

Target's 2026 is a comeback story. Michael Fiddelke, a company veteran of more than 20 years, became chief executive in February, taking over from Brian Cornell. In early March he set out a $6 billion turnaround plan built on store remodels, new merchandise and better staffing. The results came quickly. On 20 May Target reported first-quarter comparable sales up 5.6%, its strongest growth in four years. On 19 August it posted a second straight quarter of gains, up 3.8%. It has cut prices on more than 10,000 items and aims to finish 130 full-scale remodels this year.

Pillar profile

Provisional desk scores out of 100, for the WCRC Business Intelligence Unit to validate.

Versus its nearest rivals

Questions people ask

Also featured in

• Most powerful Retail & E-Commerce brands
• Biggest American Brands by Revenue
• Most powerful brands in Minnesota

Key facts

Sources

• Annual report (Form 10-K) and financial results of Target Corporation filed with the US Securities and Exchange Commission
• Company website, official announcements and press releases
• Published interviews and statements by the leadership
• WCRC Business Intelligence Unit research: consumer sentiment, ratings and reviews, search demand, media and social data