ABSTRACT
This study analyses the role of heritage in the formation of brand identity and proposes an explorative categorization of the constitutive dimensions of brand heritage. The empirical research is based on a content analysis of the official web communication carried out by the top 30 luxury fashion holdings. The content analysis revealed that the brand heritage construct can be structured through five main conceptual categories. The study can support luxury fashion companies in the definition of digital communication strategies aimed at emphasizing the value of heritage in a more contemporary way.
