Muktananda: Entrepreneurial Godman, Tantric Hero

Abstract

The model of brand management is effective for understanding Muktananda and Siddha Yoga, and its products and services. Muktananda pursued the global dissemination of Siddha Yoga, a tantric variety of modern yoga and meditation, as the demand for yoga exploded in the increasingly competitive global market. To attract and keep customers, yoga proponents had to brand products and services and manage their brand images in ways that made them attractive to a large-scale audience. Initially, Muktananda succeeded. Yet this guru’s relationship to the brand was similar to the relationship of other popular persons to particular brands, which often represent persons as well as styles or products. Customers’ vision of Muktananda was key to their uncompromising commitment to the brand. Thus, when he faced accusations of improprieties, brand success declined. Since then, changes to brand management have resulted in the rebranding of Siddha Yoga for the sake of saving its image.