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Branding Yoga
Deshpande, Rohit; Herman, Kerry; Lobb, AnnelenaCaso HBS-512025-EMarketingYoga, 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.Desde 8,20 €
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Taj Hotels, Resorts and Palaces
Deshpande, Rohit; Sinha, MonaCaso HBS-511039-EMarketingThe Taj Hotels, Palaces, and Resorts introduced a new brand architecture to counter lack of differentiation and confused positioning of its mixed bag of brands. After launching an economy and an upscale brand, it dithered over the launch of its upper upscale and luxury brands. The case illustrates the marketing and organizational challenges of a hybrid brand extension strategy that lies in between a 'house of brands' and a 'branded house'.Desde 8,20 €
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Fair & Lovely vs. Dark is Beautiful
Deshpande, Rohit; Chaturvedi, SaloniCaso HBS-516079-EMarketingThe Inside the Case video that accompanies this case includes teaching tips and insight from the author (available to registered educators only). Women of Worth (WOW) is an organization that seeks to empower women through training and workshops. The organization has also fought against discrimination based on the color of a person's skin through its "Dark is Beautiful" campaign-endorsed by well-known actor-director Nandita Das. However, despite ...Desde 8,20 €
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The Dubai International Film Festival
Deshpande, Rohit; Thapar, AlpanaCaso HBS-517110-EMarketingThis case follows the conception and emergence of the Dubai International Film Festival (DIFF). In an already crowded and highly competitive industry, Abdulhamid Juma was attempting to define and establish a unique brand positioning for DIFF. Committed to its vision, Juma led the introduction of various initiatives over the years and was able to effectively grow the festival's profile amid emerging regional and well-established global players lik...Desde 8,20 €