Sustaining city branding through heritage architecture. A case of Jaipur: the ‘Pink City’ signature

Sustainable city branding has become a global priority for pursuing a signature identity within the competitive landscape of global recognition. This research examines the strategies adopted to conserve and promote the historical cultural identity of heritage architecture of Jaipur’s Walled City (old city precincts), in the Indian state of Rajasthan. This study analyses the unique visual identity of its heritage architecture and examines how the cultural heritage is preserved for a sustainable city branding, by connecting local communities and governance structures with international networks. A mixed-methods approach was employed, combining qualitative interviews with policymakers, professionals, tourists, and local people, and visual and contextual analyses of facades of built heritage. The findings suggest that an integrated multi-pronged strategic approach in Heritage Management, Tourism, Urban Design, Urban revitalisation, and Fostering Local Societies is key to achieving sustainable City Branding. These findings enunciate the importance of collaborative efforts across various spheres of urban management to foster the brand identity of Jaipur through its heritage architecture.