Il digital branding ed il ruolo dei social nella creazione di valore della marca nelle imprese assicuratrici

New technologies, such as the emergence of smart devices and applications, have increased the frequency and quality of communications between people and things; social media platforms and the economic concepts shared are transforming ways and methods of the innovation, changing insurance business models and intensifying the demand for the new products and the distribution channels. New technologies and trends are driving insurers to transform or risk falling behind new competitors. In this particular context, in the modern hyper-competitive markets the "brand", understood as a distinctive sign of a product and/or a company and as reputational capital, it represents a fundamental instrument of competition and immaterial as-set of great and growing importance. The insurance industry is characterized by the use of the so-called "company brand" (provided uniquely to all products) which aims to reassure custom-ers by ensuring the image of the manufacturer; to facilitate the launch of new products; to ex-ploit the greater impact that can be achieved by advertising a single brand, reducing overall communication costs.