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BRANDING YOGA
Show-Stopping Questions Is everything brandable?
Should everything be brandable?
So The Question Becomes
Should Yoga Be Branded
?
Two Different Schools Of Thought
Bikram Choudhury, the founder of Bikram Yoga in America, who has aggressively fought to patent his approach to traditional yoga style.
Tara Stiles, who isn’t particularly interested in yoga’s roots or styles, but rather on mixing up different styles to create a beneficial exercise.
The Bikram Approach
Began studying Yoga as a 4 year old.
Arrives in America in 1971
and opens first
studio in Los
Angeles to teach Hatha Yoga
Authors Bikram’s Beginning Yoga
Class and trademar
ks his company
name
Begins offerin
g intensi
ve courses for
teachers
Decides to patent
his 90 minute class.
By 2011, there are
some 5000
Bikram Studios
worldwide
What Was The X Factor? Bikram gained an edge by
starting out early in the United States and understanding it’s market potential.
He understood the importance of the Bikram brand- he made clear the difference was.
His story taught that you needed legal protection for your branding.
The Stiles Approach
Studies ballet
in college
.
Brief modelling stint with
Ford.
Uses Facebook
and Blogging
to promote
yoga.
Opens up her own
studio and gets hired
by Deepa
k Chopra
Launches a book called
Slim Calm Sexy Yoga
Collaborates with Deepak Chopra
to launch iPad App
What Was The X Factor? Received huge endorsement
in the form of Deepak Chopra.
Appealed to a much younger demographic form.
Her success could be attributed to the fact that she wasn’t very regimented in the form of yoga practiced but rather mixed it up.
Adding Value
Hindu American Foundation The organization launched an
awareness campaign called “Take Back Yoga – Bringing to Light Yoga’s Hindu Roots”.
The goal was not to convert Yoga devotees to Hinduism, according to the organizers but rather to have them acknowledge the connection.
But the other side argued by saying that the aim should be to reach out to a broader audience by using branding and marketing.
“Created by Aman Mehta, Thapar University, Patiala, during an internship under Dr. Sameer Mathur, IIM Lucknow. www.iiminternship.com”
