Posted: 5 Feb 2012
Date Written: December 12, 2011
Yoga, an ancient discipline, has become popular worldwide. The marketing of yoga and dispute over its origins have led to debate as to whether yoga should be branded at all. Some yoga instructors have gone so far as to copyright their varieties of yoga; others in the yoga community say it is a religious and/or spiritual practice and as such should not be claimed as intellectual property.
Learning Objective: To understand how a business creates customer value and brands it.
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