Marketing Currents - Business and Marketing Current Events

Banana Republic Revives Its Adventurous Past With Rebrand


Gap Inc.’s Athleta and Old Navy banners have been getting all the attention lately, given a recent deal with Simone Biles for the former and a shift to store-wide inclusive sizing at the latter.

But that may be about to change.

Click here to read the story at

Discussion Questions:

  1. What is branding?
  2. Why is branding important to companies like Banana Republic?
  3. Why do you thanks sales have been declining at Banana Republic?
  4. Why are sales important to brands like Banana Republic?
  5. What is rebranding?
  6. Why would Banana Republic want to rebrand?
  7. Based on information from this story, describe Banana Republic’s rebranding strategy.
  8. What is product development?
  9. Why do you think the company is offering new products?
  10. In your opinion, will the rebrand help Banana Republic to revive sales? Why or why not? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.