Understanding Subaltern Brand Equities. How Local Newspapers can Confront National Brands

Aparna Sen

The remit of the paper is to argue, through a case study based in the publishing sector, how qualitative research used fruitfully and quickly can help companies maximise business value and enable marketers to formulate strategies to combat market threats within a short space of time and in a reliable manner.

Understanding Subaltern Brand Equities

How Local Newspapers Can Confront National Brands

Aparna Sen

INTRODUCTION

In a country such as India, a subcontinent of nearly a billion people with as many as sixteen languages and several dialects, the newspaper market dynamics is interesting. Across the country, English and regional language dailies coexist side by side. These are largely followed by local readers within a geographical area. Locally published English daily's (the focus of our paper) cover news, information and are not editorially parochial. They have both distinguished pedigree and enormous equity, but are finally the local satraps. There exist national dailies...

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