LASACO Assurance: Deepening brand equity through CSR

It has become imperative for brands to deepen equity in order to communicate their values and build strong brand identity. This is also very important in order to build socially relevant brands to gain a positive projection. This is also coupled with the apathy to insurances services by Nigerians as corporate social (CSR) is a vantage avenue by insurance firms to instill publics confidence in their services.

LASACO Assurance has adopted its CSR platform to create an exceptional positive image in the minds of the identified target audience. LASACO is clearly focused on building strong brand personality to align with its corporate vision. The areas of focus for the brand are security and education, which are critical platforms to contribute meaningfully to the society.

To deepen its brand equity, LASACO Assurance partnered the elementary school feeding programme o’ meal of the state of Osun. Through this significant partnership, the insurance company fed 10,000 students in one day. This is a vantage platform to build share of voice and generate good will. It is a strategic avenue for LASACO to connect directly with the students who are future leaders of the country.

Olusola Ladipo-Ajayi, group managing director of LASACO Group, stated that “LASACO is determined to show more interest in the well- being of our children as they are the future leaders of Nigeria. We are building a socially relevant brand that impact lives positively.

‘’The goal of the LASACO brand is to deliver exceptional stakeholders value by offering first- class innovative products and services. Beyond its service offerings, the brand is poised to become a socially relevant brand that places huge premium on societal development.’’

LASACO further exemplifies its brand personality to remain synonymous with improving social cause by donating to the Lagos State Security Trust Fund (LSSTF). The donation made to LSSTF by LASACO underscores its avowed commitment to remain a good corporate citizen.