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Selling YogaFrom Counterculture to Pop Culture$
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Andrea Jain

Print publication date: 2014

Print ISBN-13: 9780199390236

Published to Oxford Scholarship Online: December 2014

DOI: 10.1093/acprof:oso/9780199390236.001.0001

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Branding Yoga

Branding Yoga

(p.73) 4 Branding Yoga
Selling Yoga

Andrea R. Jain

Oxford University Press

This chapter argues that, in the late twentieth century, yoga proponents attracted large audiences to yoga and established and acknowledged authority by branding yoga, a process that reflects dominant trends in consumer culture. The business of teacher training in particular brands of yoga is one way in which authority is established and marketed. Branding products and services, from yoga styles to yoga mats, is another. Yoga practitioners also attribute authority to individual preference and thus support pluralism in the yoga market. Through special attention to Siddha Yoga, Iyengar Yoga, and Anusara Yoga, the chapter evaluates how yoga entrepreneurial gurus and proponents actively market their products and services to potential consumers.

Keywords:   yoga, modern yoga, postural yoga, popular culture, consumer culture, Muktananda, Siddha Yoga, Anusara Yoga, Iyengar Yoga, Iyengar

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