GAP- Time to Rebrand

GAP has been heavily criticised for its branding having no clear direction- and this has been part of the issue of its failing sales. 

'Gap’s profits fell to $219m for the three months ending August 1, down from $332m the year before. Sales, meanwhile, fell to $3.9 billion for the period.' (https://www.marketingweek.com/2015/08/21/three-ways-gap-can-revive-its-outdated-and-limp-brand/)
'The biggest blow to the Gap brand, analysts say, is its murky brand identity. Gap used to represent "effortless cool." Now it has no clear position, and that's costing it market share', (http://www.adweek.com/brand-marketing/gaps-biggest-problem-it-lost-its-brand-identity-165367/)





This could have decent potential to rebrand based on original values?