Branding Yoga

Posted: 5 Feb 2012

See all articles by Rohit Deshpande

Rohit Deshpande

Harvard Business School - Marketing Unit

Kerry Herman

Harvard Business School

Annelena Lobb

affiliation not provided to SSRN

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

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

Rohit Deshpande (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-5449 (Phone)
617-496-5853 (Fax)

Kerry Herman

Harvard Business School ( email )

Cambridge, MA
United States

Annelena Lobb

affiliation not provided to SSRN ( email )

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