Case Study # 1
Devin D. Brown
Liberty University
MRKT 670

Introduction
The following is a case study of the marketing and branding practices which led to Target becoming the United States’ second largest discount retailer. Like other retailers who operate in the ‘discount-merchandise’ space, Target offers a wide range of products, including “clothing, jewelry, sporting goods, household supplies, toys, electronics, groceries, and health and beauty products” (Keller, 2015). Despite the obvious similarities to its competitors in terms of product offerings, Target distinguishes itself from the pack by promoting affordable quality, rather than low prices (as is the case with most retail discounters). As such, Target’s brand has become virtually synonymous with the concept of “cheap chic.” This strategy has made Target one of the most profitable and recognizable brands in the U.S. This essay will examine the branding methods employed by Target to differentiate itself within the retail industry and build significant brand equity among its loyal fans.
The Past 50 Years Though the Target concept began to take form in the early 1900’s, operating as a retailer of dry good, the first operation to be named and fully resemble what we now know as Target, wouldn’t open until the early 1960’s. It was at this time that Target founder, George Dayton began to realize the opportunity to separate his brand from the competition by offering nationally-recognized brands at discounted prices, a move that Dayton believed would appeal to “value-conscience” consumers. The text notes that this model was not a new one when proposed by Dayton. It does not however note the complexity of operating such a model. More recent research identifies two distinct consumer behaviors, both driven by differing psychographics, which at a surface level, would seem to work against Dayton’s new value