Branding Yoga Essay

I think thats why on that point are more and more bulk are encouraged to form yoga and yoga has become a power scratch which is able to compete with some other industry. The yoga put up is managed systematically with brand directions 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 batch.Firstly, Bikram Choudhury who is the come apart of Bikram yoga in America patent his approach to traditional yoga style. In the operation of branding yoga, Bikram obtained the patent for his book, trademarked his companys 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 founders right and publicise 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 organisation which avoid others following Bikrams branded poses even though the political sympathies only considered the yoga was part of the Indias traditional knowledge ( Deshpande, Herman and Lobb 2011). Additionally, the branding dodging in terms of the Bikram s classical style of yoga is based on the inherent value and adds the more substantive value but gloss over consistent and adherence to the addition (Cohen 2013). Secondly, Tara stiles is distinctive from Bikrams style which civilize the brand in a truly fresh and personal right smart like the founder Stiles said making yoga cool.Stiles broke the rules and added umteen creative values to the brand such as music in order to maintain the relevance in the hunting lodge especially the junior 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. Stiless yoga is considered as authentic yoga since it is created as distinctive, exciting, attractive with personal values.By thinking the agent of success of Stiless success, the key is how Stile manage the brand by adjustment 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 sophisticated 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, &lthttp//www. yogajournal. com/for_teachers/1683comment&gt Girard, K. 2013, Branding Yoga Good Business or Blasphemy? , Forbes, Harvard Business School