Rebranding as a strategy to avoid racism in representing corporate identity: from "Negrita" to "Umsha"

Abstract

Activism against the social gaps and systemic as well as structural racism during the last years of the 20th century has led to erroneous representations of minority ethnic groups in Peru being revised within the context of advertising and in every other social sphere. Consequently, brands, regardless of their trajectory, have opted to apply strategies such as rebranding. These strategies enable them to reconsider their identity and perfectly fit within the contemporary market context. The objective of this study was to perform a phenomenological study that helps understand the application of "Negrita" rebranding, a Peruvian brand that belongs to the Alicorp Corporation, which has 60 years in the market, to "Umsha" to make apparent their commitment to diversity and opposition to racism. The analysis was addressed from the perspective of Afro-Peruvian activists' parents to demonstrate structural racism underneath the use of rooted stereotypes in Peruvian advertising. It was concluded that the "Negrita" case, by banishing the elements from its previous image, met the demands for change regarding anachronistic archetypes with which Afro-Peruvians are represented. Ultimately, this change was positive despite the brand assets that would be left aside.