A Name That Turns A Negative Into A Positive

Apparel brand The GAP began in 1969, and its name was an allusion to a hot topic of the time, the Generation Gap. This store was for a youth audience that wouldn’t be caught dead in their parents clothes. Of course, times (and people) change, yet the name and its aspiration live on. This is an interesting case of a name being created out of a negative, that points out that “something is missing.” But of course, that just adds interest to the name, which is easily accepted by everyone. Later, the company adopted the brand Banana Republic, which makes any negatives in The GAP name seem pretty tame by comparison.

[ The GAP ]