| HBS Case Collection
(Revised from original 1992 version)
Gap, Inc., The: Building a Brand
Explores the circumstances under which a specialty store chain can profitably engage in large-scale non-price 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, July 2001. (Revised from original October 1992 version.)