Case | HBS Case Collection | December 2011 (Revised February 2013)

Branding Yoga

by Rohit Deshpande, Kerry Herman and Annelena Lobb


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.

Keywords: Brands and Branding; Marketing;


Deshpande, Rohit, Kerry Herman, and Annelena Lobb. "Branding Yoga." Harvard Business School Case 512-025, December 2011. (Revised February 2013.)