Yoga in Singapore (A): Building a Strong Brand Identity

This case follows Singaporean entrepreneurs Alicia Pan and Pete Thew as they set out to build a new yoga studio in Singapore’s rapidly expanding – yet saturated – yoga market in 2011.

Students evaluate the yoga and fitness landscape in Singapore, such as competing studios, in order to develop a differentiated brand identity and value proposition for a new entrant using brand-identity frameworks. They analyze how this brand identity could be manifested in various tangible aspects of the yoga business.