See if this example does what you want...

With these values in A1:E2
Old Navy	Ross	TJX	Target	Walmart
26	8	8	4	4

And
Various Yes/No combinations under those values.

This formula assigns values to the Yes responses:
F3: =SUMPRODUCT(($A3:$E3="yes")*$A$2:$E$2)
Is that something you can work with?