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    Branding Yoga

    Deshpande, Rohit ; Herman, Kerry ; Lobb, Annelena

    • Reference: HBS-512025-E

    • Year: Event Year Start:2011

    • Number of pages: 16

    • Geographic Setting: Geographic Setting:United States

    • Publication Date: Dec 12, 2011

    • Fecha de edición: Feb 8, 2013

    • Source: HBSP (USA)

    • Type of Document: Case

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    Description

    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.

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    Keywords

    Branding Marketing