Online Communication and Luxury Heritage Brand towards the E-HBC Matrix

Abstract

Communicating the luxury heritage brand is a new frontier of online communication. This paper intends to evaluate the online communication of the heritage brand in terms of identity traits and management aspects of a corporate group operating in luxury goods, to help fill some gaps in the literature. Using a case study on the LVMH Group, one of the most iconic luxury conglomerates, we selected 35 historic brands, in order to highlight those ambits of heritage that function well and those areas that require improvements on a communication level. Our objective is to identify the types of online communication and relative possibilities of development using the new model of the e-Heritage Brand Communication Matrix. The data is collected by a team of web marketing experts for luxury goods. The results are discussed from an intra- and inter-sectorial perspective.