Reverberation branding. Conceptualising the branding governance mechanism of the Acqua dell’Elba and Isola d’Elba relationship

The paper analyses the multi-stakeholder governance mechanism in the strategic reciprocal collaboration between the branding of Elba Island and a locally based perfume firm, Acqua dell’Elba. Via focus groups, interviews, and the analysis of strategic and policy documents, the present paper highlights the centrality of local firms in place branding and their role in connecting the place brand with local development to create shared value, as well the role of the local place brand authorities in enhancing the branding of the firm and the co-joint developed strategy. Reverberation Branding is presented to conceptualise the process by which synergistic coordination emerges in space and time between brand stakeholders and unfolds through various governance actions, such as cooperation, integration, and networking, ultimately creating an innovative brand co-joint strategy shared.