This article analyzes three heritage brands of the English newspaper segment in India: The Times of India, The Hindu and The New Indian Express. A comparative analysis based on brand history, brand identity, brand personality, and brand image is done. The article also records how these brands have adapted to the changing needs of the environment.

Brands are wealth generators of the 21st century. They are becoming the ultimate differentiators. They drive the value of the business. The older the brand is, the more heritage it carries. Brand users should identify and admire heritage brands for their continuous existence. Brands, with high value, tend to have high image and morale. Besides, people do take pride in speaking about a heritage brand. Retailers and customers will display extraordinary loyalty to the brand.The New Coke disaster is a good example of why a brand's heritage should not be ignored.

When looking for a newspaper, people are interested in papers that correspond to their beliefs; they are looking for a newspaper that they can identify with. Consequently, it is important for newspapers to be able to tie customers to them, to deliver something that satisfies the customers and give them an incentive to be loyal.

Indian,Daily ,Heritage Brands,analyzes, English newspaper, segment,Times of India, The Hindu , The New Indian Express,comparative analysis, based ,brand history, brand identity, brand personality, brand image, adapted, changing needs,environment.