Rebranding Heritage And Culture Of Lucknow.

Abstract

This research develops a possible understanding and generating a relationship between the city and its cultural identity. In specific, the emphasis is on the concept of city branding and rebranding and the structuring of a city uniqueness. In the logical part, the exploration syndicates the different areas of studies, giving origin to a diverse perception. The study deals with the challenges arise in the respect of heritage and culture and what can be their solution to revive the city in the best conceivable manner. The research is trying to provide an alternative method that may help the city capture the essence and emerges in the most exhilarated way. The study implements a case study approach and notable monuments of Lucknow namely, Bara Imambara and the British Residency.