Cultural branding of Lucknow city: claiming place for heritage and traditional quarters

Abstract

Cultural claims in a city are the basis of creative capital; globalization has raised the concern of retaining creative industries .Indigenous works of art hardly seem to get the full price of their investment. The globalization trends can lead to exploitation of these creative industries thus there is a need to adaptation and re-inventedness of the globalization to safe guard the integrity of the cultural quarters. Branding is a common tool used by cities to market them for tourism and claim their cultural integrity with it. The flexibility of branding to supports new paradigms giving the cities the cultural claim they need to retain the integrity of their culture. It not only promotes the culture of the city but also guarantees that it is presented in its original state which retains its integrity. The cities having cultural value can brand their products which will contribute to the city’s economy as well. Cultural claims in a city are the basis of creative capital; globalization has raised the