Branding Yoga Essay

I think that’s why there are more and more people are encouraged to practice yoga and yoga has become a power brand which is able to compete with other industry. The yoga brand is managed systematically with branded styles of teaching, branded yoga clothing, branded training programs, branded instructors and etc. There are two branded styles of yoga which are Bikram style and Tara stiles. They are two different styles which appeal to two different sorts of people. Firstly, Bikram Choudhury who is the founder of Bikram yoga in America patent his approach to traditional yoga style. In the process of branding yoga, Bikram obtained the patent for his book, trademarked his company’s name and actively fighting for the copyright of his style. When branding a style of yoga, the legal rules which involves patent, trademark and patent intend to protect the founder’s right and disseminate the gains of the innovation so that it can be recognized by the people with the brand identity. The brand is also supported by Indian government which avoid others following Bikram’s branded poses even though the government only considered the yoga was part of the India’s traditional knowledge ( Deshpande, Herman and Lobb 2011). Additionally, the branding strategy in terms of the Bikram ‘s classical style of yoga is based on the inherent value and adds the more substantive value but still consistent and adherence to the addition (Cohen 2013). Secondly, Tara stiles is distinctive from Bikram’s style which develop the brand in a very fresh and personal way like the founder Stiles said â€Å"making yoga cool†. Stiles broke the rules and added many creative values to the brand such as music in order to maintain the relevance in the society especially the younger generation (Girard 2013). A more modern yoga style get the people more interested in and got popular soon by the promotional videos via different channels of communication in modern society. Stiles’s yoga is considered as authentic yoga since it is created as distinctive, exciting, attractive with personal values. By thinking the reason of success of Stiles’s success, the key is how Stile manage the brand by fitting it in American society. According to the feature of the liberal society in America, Tara promote a natural style not rigid with a certain style which perfectly stay relevance to the social values. Furthermore, the brand communication through the YouTube, Facebook, Ipad app strength brand identity and brand influence. In conclusion, by analyzing the two styles of yoga, I learned that the values adding to the brand is very important for branding experience. The brand needs to be relevant to the features of the society and the brand needs to be protected through the legal regulation. Managing brand is a long process which requires both adherence to the tradition and innovative modification. Desphande R. , Herman, K. and Lobb, A. 2011, Branding Yoga, Harvard Business School, Harvard. Cohen, M. 2013, Branding a style of Yoga, yoga journal, viewed 17 May 2013, <http://www. yogajournal. com/for_teachers/1683#comment> Girard, K. 2013, Branding Yoga: Good Business or Blasphemy? , Forbes, Harvard Business School