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, along with the competing studios and develop a differentiated brand identity and value proposition for a new entrant using brand-identity frameworks. They work on developing a brand identity, and analyze how this brand identity can manifest itself in the various tangible aspects of their business.