Abstract

The caselet, GAP: Bridging the Gaps in its Offerings, gives an overview of the challenges faced by GAP Inc. to ensure a distinction among its three brand lines — GAP, Banana Republic, and Old Navy. The company found that the existence of these three lines resulted in market cannibalization. The company soon positioned Banana Republic as a trendier brand and improved merchandising at GAP.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The need to maintain a distinction in positioning among various brands of a company
• How to manage the threat of cannibalization among various products offered by the same company
• and The relationship between brand awareness and sales

Keywords

GAP, Banana Republic, Old Navy, Brand strategy, Morris & Fellows, Strategic Mindshare, George Clooney, Ellen von Unwerth, Vogue and Elle