Branding Yoga
Posted: 5 Feb 2012
Date Written: December 12, 2011
Abstract
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.
Suggested Citation: Suggested Citation
Deshpande, Rohit and Herman, Kerry and Lobb, Annelena, Branding Yoga (December 12, 2011). Harvard Business School Marketing Unit Case No. 512-025, Available at SSRN: https://ssrn.com/abstract=1998163
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