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"How do religious groups reinvent themselves in order to attract new audiences? How do they rebrand their messages and recast their rituals in order to make their followers more diverse? In Branding Bhakti, Nicole Karapanagiotis considers the new branding of the Hare Krishna Movement, or the International Society for Krishna Consciousness (ISKCON). Known primarily for their orange robes, shaved heads, ecstatic dancing on the streets, and exuberant Hindu-style temple worship, many contemporary ISKCON groups are radically reinventing their public presentation and their style of worship in order to attract a global audience to their movement. Karapanagiotis explores their innovative and complex approaches in both the United States and India by following three new ISKCON brands aimed at gathering new followers. Each is led by a world-renowned ISKCON guru and his global disciples, and each is promoted through a mix of digital and social media and the construction of an innovative "worship-scape." These new spaces trade ISKCON's traditional temples for corporate work-klife balance programs, posh yoga studios, urban spiritual lounges, edgy mantra clubs/lofts, and rural meditative retreat facilities. Branding Bhakti not only investigates the methods the ISKCON movement uses to position itself for growth but also highlights devotees' painful and complicated struggles as they work to transform their shrinking, sectarian movement into one with global religious appeal"--

Branding (Marketing) --- International Society for Krishna Consciousness

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science and religion --- Transcendental Meditation --- TM --- the International Society for Krishna Consciousness --- ISKCON

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Hare Krishnas --- Hindus --- Biography. --- Muster, Nori J. --- International Society for Krishna Consciousness. --- International Society for Krsna Consciousness --- International Society for Krishna Consciousness --- Internationale gemeenschap voor Krishna-bewustzijn --- ISKCON --- the Krishna's International Society --- guru --- Jonestown --- spirituality --- drugs --- guns --- children --- P.R. Publications --- L.A. --- 1986 --- the ISKCON World Review --- women --- Ramesvara

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Hare Krishna movement --- International Society for Krishna Consciousness (ISKCON) --- new religious movements (NRM) --- cults --- sects --- Hinduism --- Hare Krishna Society --- history of ISKCON --- yoga --- Krishna West --- United States (US) --- branding --- marketing --- India

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Most widely known for its adherents chanting “Hare Krishna” and distributing religious literature on the streets of American cities, the Hare Krishna movement was founded in New York City in 1965 by A. C. Bhaktivedanta Swami Prabhupada. Formally known as the International Society for Krishna Consciousness, or ISKCON, it is based on the Hindu Vedic scriptures and is a Western outgrowth of a popular yoga tradition which began in the 16th century. In its first generation ISKCON actively deterred marriage and the nuclear family, denigrated women, and viewed the raising of children as a distraction from devotees' spiritual responsibilities. Yet since the death of its founder in 1977, there has been a growing women’s rights movement and also a highly publicized child abuse scandal. Most strikingly, this movement has transformed into one that now embraces the nuclear family and is more accepting of both women and children, steps taken out of necessity to sustain itself as a religious movement into the next generation. At the same time, it is now struggling to contend with the consequences of its recent outreach into the India-born American Hindu community. Based on three decades of in-depth research and participant observation, Hare Krishna Transformed explores dramatic changes in this new religious movement over the course of two generations from its founding.

Hindu converts --- Hinduism --- Families --- Converts --- Hindus --- Religions --- Brahmanism --- Family --- Family life --- Family relationships --- Family structure --- Relationships, Family --- Structure, Family --- Social institutions --- Birth order --- Domestic relations --- Home --- Households --- Kinship --- Marriage --- Matriarchy --- Parenthood --- Patriarchy --- Religious aspects --- International Society for Krishna Consciousness. --- Social aspects --- Social conditions --- Krishna --- Christna --- Gopal --- Kr̥ṣṇa --- Govinda --- Mohan --- Gopala --- Bal Gopal --- Cult --- International Society for Krishna Consciousness --- International Society for Krsna Consciousness --- Internationale gemeenschap voor Krishna-bewustzijn --- History. --- Krishna (Hindu deity) --- Based. --- Hare. --- Krishna. --- Transformed. --- changes. --- course. --- decades. --- dramatic. --- explores. --- founding. --- from. --- generations. --- in-depth. --- movement. --- observation. --- over. --- participant. --- religious. --- research. --- this. --- three. --- Hare krishna --- America --- gender --- family --- culture --- change --- child abuse --- public schooling --- identity --- Hinduization --- world accomodation