Case | HBS Case Collection | October 1992 (Revised July 2001)

Gap, Inc., The: Building a Brand

by Walter J. Salmon and David Wylie


Explores the circumstances under which a specialty store chain can profitably engage in large-scale non-price advertising.

Keywords: Advertising; Brands and Branding; Supply Chain Management;


Salmon, Walter J., and David Wylie. "Gap, Inc., The: Building a Brand." Harvard Business School Case 593-043, October 1992. (Revised July 2001.)