1. HBS Cases: Branding Yoga

    HBS Working Knowledge Yoga

    The Hindu American Foundation (HAF) has weighed in on the debate as well. The organization launched an awareness campaign called "Take Back Yoga—Bringing to Light Yoga's Hindu Roots." The goal was not to convert yoga devotees to Hinduism, according to the organizers, but rather to have them acknowledge the connection.

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    1. What had me intrigued was that there was this controversy.
    2. There are two elements of brand authenticity, and they appeal to two different sorts of people.
    3. It's all about creating value for a large audience. By using marketing and branding you can be more effective and bring to a larger audience.

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