De “Negrita” a “Umsha”: percepción de padres y madres de activistas afroperuanos sobre el rebranding de la marca
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Resumen
Las brechas sociales y el racismo sistemático y estructural, durante la última parte del siglo XXI, han dado pie a que se revalúen, en la publicidad y en cualquier espacio social, las representaciones erróneas de los grupos étnicos minoritarios en el Perú. Esto ha generado que las marcas, independientemente de la gran trayectoria con la que cuentan, opten por aplicar estrategias como el rebranding ya que les permite replantear su identidad y ubicarlas de forma diferente dentro del contexto comercial en donde se desarrollan. Por tal motivo, en el presente trabajo se plantea realizar un estudio fenomenológico que permita entender la aplicación del rebranding en la marca Negrita, ahora Umsha, y analizarlo desde el punto de vista de padres y madres de activistas afroperuanos. Se pudo concluir que el ajuste que se aplicó en el caso de Negrita –ahora Umsha–, destruyendo todos los elementos de su antigua imagen, atendiendo la necesidad de cambio en la forma en la que eran representados afroperuanos resultó siendo constructiva a pesar de los activos de marca que la empresa dejaría de lado.
Palabras clave
Rebranding, Branding, racismo, publicidad
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COMPROMISO CORPORATIVO E INCLUSIÓN SOCIAL
Esta obra está bajo licencia internacional Creative Commons Reconocimiento 4.0.
Esta obra está bajo una licencia de Creative Commons Reconocimiento 4.0 Internacional.
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Bamfo, Bylon, Dogbe, Courage & Osei-Wusu, Charles. (2018). The effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry. Cogent Business & Management, 5(1), 1. https://doi.org/10.1080/23311975.2017.1413970
Braveman, Paula, Arkin, Elaine, Proctor, Dwayne, Kauh, Tina & Holm, Nicole. (2022). Systemic And Structural Racism: Definitions, Examples, Health Damages, And Approaches To Dismantling. Health Aff (Millwood), 41(2), 171-178. doi: https://doi.org/10.1377/hlthaff.2021.01394. PMID: 35130057.
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Del Río, Jorge, Cardona, Diego & Guacarí, Abel. (2017). Responsabilidad social empresarial y construcción de la marca: una nueva mirada a las estrategias de gestión. Revista de Investigación, Desarrollo e Innovación, 8(1), 49–60. https://doi.org/10.19053/20278306.v8.n1.2017.7370
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Graneheim, Ulla, & Lundman, Berit. (2004). Qualitative content analysis in nursing research: concepts, procedures and measures to achieve trustworthiness. Nurse Education Today, 24(2), 105-112. https://doi.org/10.1016/j.nedt.2003.10.001
Gentles, S. J., Charles, C., Ploeg, J., & McKibbon, K. (2015). Sampling in Qualitative Research: Insights from an Overview of the Methods Literature. The Qualitative Report, 20(11), 1772-1789. https://doi.org/10.46743/2160-3715/2015.2373
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Hakala, Ulla, Lemmetyinen, Arja & Nieminen, Lenita. (2020). Rebranding a “rather strange, definitely unique” city via co-creation with its residents. Place Brand Public Dipl, (16), 316–325. https://doi.org/10.1057/s41254-020-00173-4
Hernández-Gil, Cristian, Figueroa, Edward & Correa, Luis. (2018). Reposicionamiento de marca: el camino hacia la competitividad de las pequeñas y medianas empresas. Revista de Investigación, Desarrollo e Innovación, 9(1), 33–46. https://doi.org/10.19053/20278306.v9.n1.2018.8505
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Išoraitė, Margarita. (2018). Brand Image Theoretical Aspects. Integrated Journal of Business and Economics, 2(1), 116-122. doi: https://doi.org/10.33019/ijbe.v2i1.64
Joseph, Abraham, Gupta, Saraksha, Wang, YiChuan & Schoefer, Klaus. (2020). Corporate rebranding: An internal perspective. Journal of Business Research, (130), 709-723, https://doi.org/10.1016/j.jbusres.2020.04.020
Keller, Kristopher, Geyskens, Inge & Dekimpe, Marnik. (2020). Opening the Umbrella: The Effects of Rebranding Multiple Category-Specific Private-Label Brands to One Umbrella Brand. Journal of Marketing Research, 57(4), 677–694. https://doi.org/10.1177/0022243720922853
López, David. (2019). Marcas humanas: Fundamentos de la Publicidad en el siglo XXI. Revista De Ciencias Sociales, 25(1), 186-189. https://doi.org/10.31876/rcs.v25i1.27309
Manfredi, Juan-Luis. (2019). Brand activism. Communication and Society, 32(4), 343-359. https://doi.org/10.15581/003.32.4.343-359
Marques, Catarina, Vinhas, Rui, Davcik, Nebojsa & Tamagnini, Rita. (2020). The role of brand equity in a new rebranding strategy of a private label brand. Journal of Business Research, (117), 497-507. https://doi.org/10.1016/j.jbusres.2020.06.022
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Mukherjee, Sourjo & Althuizen, Niek. (2020). Brand activism: Does courting controversy help or hurt a brand? International Journal of Research in Marketing, 37(4), 772-788. https://doi.org/10.1016/j.ijresmar.2020.02.008
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Arguedas, José María (1973). Todas las sangres. Tomos I y II. Ediciones Peisa.
Avilés, Marco. (2021). Lo bueno, lo malo y lo cholo: Postales sobre el racismo desde el Perú (2017-2019). Nueva Sociedad, (292), 107-122. https://wwwproquest.upc.elogim.com/scholarly-journals/lo-bueno-malo-y-cholo-postales-sobre-el-racismo/docview/2525727487/se-2
Bamfo, Bylon, Dogbe, Courage & Osei-Wusu, Charles. (2018). The effects of corporate rebranding on customer satisfaction and loyalty: Empirical evidence from the Ghanaian banking industry. Cogent Business & Management, 5(1), 1. https://doi.org/10.1080/23311975.2017.1413970
Braveman, Paula, Arkin, Elaine, Proctor, Dwayne, Kauh, Tina & Holm, Nicole. (2022). Systemic And Structural Racism: Definitions, Examples, Health Damages, And Approaches To Dismantling. Health Aff (Millwood), 41(2), 171-178. doi: https://doi.org/10.1377/hlthaff.2021.01394. PMID: 35130057.
Creswell John. W. (2013). Research design (Fourth). SAGE Publications.
De-Miguel-Zamora, Marta, Borau-Boira, Elena & Abellán-Hernándes, María. (2022). Brand Story. El caso Aprendemos juntos de BBVA como modelo de relato de marca. Revista Mediterránea De Comunicación, 13(1), 233–249. https://doi.org/10.14198/MEDCOM.20765
Del Río, Jorge, Cardona, Diego & Guacarí, Abel. (2017). Responsabilidad social empresarial y construcción de la marca: una nueva mirada a las estrategias de gestión. Revista de Investigación, Desarrollo e Innovación, 8(1), 49–60. https://doi.org/10.19053/20278306.v8.n1.2017.7370
Dhaliwal, Ruban, Pereira, Rocio, Díaz-Thomas, Alicia, Powe, Camille, Yanes, Licy & Joseph, Joshua. (2022). Eradicating Racism: An Endocrine Society Policy Perspective. J Clin Endocrinol Metab, 107(5), 1205-1215. https://doi.org/10.1210/clinem/dgab896
Dixon, Peter, & Perry, Hanif. (2017). Rebranding today: A process, not a project. Journal of Brand Strategy, 6(2), 139-145. https://hstalks.com/article/169/rebranding-today-a-process-not-a-project/
Elias, Herlander & Almeida, Flavio (2018). Narrative-Verse: On Transmedia, Narrative And Digital Media Audiences. Estudos em Comunicação, 27(2), 3-16. https://doi.org/10.20287/ec.n27.v2.a01
Ertemel, Adnan, Civelek, Mustafa & Eroğlu, Güzide (2021). The role of customer experience in the effect of online flow state on customer loyalty. PLoS ONE, 16(7), e0254685. https://doi.org/10.1371/journal.pone.0254685
Erjansola, Ari-Matti, Lipponen, Jukka, Vehkalahti, Kimmo, Aula, Hanna-Mari & Pirttilä‐Backman, Anna-Maija. (2021). From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger. Journal of Brand Management, (28), 241–253. https://doi.org/10.1057/s41262-020-00223-5
Fernández, Fabiola. (2020). Social Advertising and Social Change: Campaigns about Racism in Latin America and Mexico. Westminster Papers in Communication and Culture, 15(2), 6–23. doi: https://doi.org/10.16997/wpcc.385
Foroudi, Pantea, Foroudi, Mohamma, Nguyen, Bang & Gupta, Suraksha. (2019). Conceptualizing and managing corporate logo: a qualitative study. Qualitative Market Research, 22(3), 381-404. https://doi.org/10.1108/QMR-04-2017-0080
Foster, Judy. (2018). A critical review of the literature on marketing and racism. Journal of Marketing Management, 34(1-2), 134-177. https://doi.org/10.1080/0267257X.2017.1395902
García, David. (2019). “Lo que debe interesarnos es el consumo como relación social”. Entrevista a Luis Enrique Alonso. Revista Colombiana De Sociología, 42(1), 303–313. https://doi.org/10.15446/rcs.v42n1.77076
Graneheim, Ulla, & Lundman, Berit. (2004). Qualitative content analysis in nursing research: concepts, procedures and measures to achieve trustworthiness. Nurse Education Today, 24(2), 105-112. https://doi.org/10.1016/j.nedt.2003.10.001
Gentles, S. J., Charles, C., Ploeg, J., & McKibbon, K. (2015). Sampling in Qualitative Research: Insights from an Overview of the Methods Literature. The Qualitative Report, 20(11), 1772-1789. https://doi.org/10.46743/2160-3715/2015.2373
Gutiérrez, María. (2019). El logo, el branding y su influencia en la marca. Caso de estudio: el logosímbolo de Ecopetrol 2003. Signo Y Pensamiento, 38(75). https://doi.org/10.11144/Javeriana.syp38-75.lbim
Hakala, Ulla, Lemmetyinen, Arja & Nieminen, Lenita. (2020). Rebranding a “rather strange, definitely unique” city via co-creation with its residents. Place Brand Public Dipl, (16), 316–325. https://doi.org/10.1057/s41254-020-00173-4
Hernández-Gil, Cristian, Figueroa, Edward & Correa, Luis. (2018). Reposicionamiento de marca: el camino hacia la competitividad de las pequeñas y medianas empresas. Revista de Investigación, Desarrollo e Innovación, 9(1), 33–46. https://doi.org/10.19053/20278306.v9.n1.2018.8505
Iancu, Ioana & Iancu, Bogdan. (2017). Recall and recognition on minimalism. A replication of the case study on the apple logo. An International Journal of Pure Communication Inquiry, (5), 57–70. https://doi.org/10.17646/KOME.2017.24
Išoraitė, Margarita. (2018). Brand Image Theoretical Aspects. Integrated Journal of Business and Economics, 2(1), 116-122. doi: https://doi.org/10.33019/ijbe.v2i1.64
Joseph, Abraham, Gupta, Saraksha, Wang, YiChuan & Schoefer, Klaus. (2020). Corporate rebranding: An internal perspective. Journal of Business Research, (130), 709-723, https://doi.org/10.1016/j.jbusres.2020.04.020
Keller, Kristopher, Geyskens, Inge & Dekimpe, Marnik. (2020). Opening the Umbrella: The Effects of Rebranding Multiple Category-Specific Private-Label Brands to One Umbrella Brand. Journal of Marketing Research, 57(4), 677–694. https://doi.org/10.1177/0022243720922853
López, David. (2019). Marcas humanas: Fundamentos de la Publicidad en el siglo XXI. Revista De Ciencias Sociales, 25(1), 186-189. https://doi.org/10.31876/rcs.v25i1.27309
Manfredi, Juan-Luis. (2019). Brand activism. Communication and Society, 32(4), 343-359. https://doi.org/10.15581/003.32.4.343-359
Marques, Catarina, Vinhas, Rui, Davcik, Nebojsa & Tamagnini, Rita. (2020). The role of brand equity in a new rebranding strategy of a private label brand. Journal of Business Research, (117), 497-507. https://doi.org/10.1016/j.jbusres.2020.06.022
Mihajlović, Aleksandar, Gajić, Jelena, Stanković, Jelena & Tair, Milan. (2016). The importance of responsive logo design across a wide range of devices on the web. International Scientific Conference on ICT and E-Business Related Research, April 22, Belgrade. https://10.15308/Sinteza-2016-50-55
Ministerio de Cultura del Perú (MINCUL). (2018). Encuentro de investigadores 2018. https://centroderecursos.cultura.pe/sites/default/files/rb/pdf/Encuentro-de-investigadores-2018.pdf
Moreira, Michelle. (2021). La representación de indígenas y afrodescendientes en la fotografía antropológica en Brasil. Fotocinema: revista científica de cine y fotografía, (22), 279-304. https://doi.org/10.24310/fotocinema.2021.vi22.11722
Mosquera, Ana Lucía. (2011). ¿Cómo nos vemos? Estereotipos en la representación de las y los afroperuanos. Alerta contra el racismo: Ministerio de Cultura. https://alertacontraelracismo.pe/articulos/como-nos-vemos-estereotipos-en-la-representacion-de-las-y-los-afroperuanos-0
Mosquera, Ana Lucía. (2019). Marca Peru: Representations and Exclusions of the Afro- Descendant Population from the Official Narrative of the Peruvian Government. Palara, (23), 42-48. https://doi.org/10.32855/palara.2019.005
Moya, Eugenio. (2018). Prosumo, swarming y transmedia. Hacia un nuevo concepto de stakeholder. Revista ICONO 14. Revista Científica De Comunicación Y Tecnologías Emergentes, 16(2), 25-50. https://doi.org/10.7195/ri14.v16i2.1213
Mróz-Gorgón, Barbara. & Haenlein, Michael. (2020). Corporate Rebranding and Its Meaning–Theory Perspective. Problemy Zarzadzania, 19(91), 76–91. https://doi.org/10.7172/1644-9584.91.6x
Mukherjee, Sourjo & Althuizen, Niek. (2020). Brand activism: Does courting controversy help or hurt a brand? International Journal of Research in Marketing, 37(4), 772-788. https://doi.org/10.1016/j.ijresmar.2020.02.008
Mut, Magdalena & Miquel, Susana. (2019). La narrativa transmedia aplicada a la comunicación corporativa. Revista de Comunicación, 18(2), 225–244. https://doi.org/10.26441/RC18.2-2019-A11
Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533-544. https://doi.org/10.1007/s10488-013-0528-y
Panigyrakis, George, Panopoulos, Anastasios & Koronaki, Eirini. (2020). All we have is words: applying rhetoric to examine how social media marketing activities strengthen the connection between the brand and the self. International Journal of Advertising, 39(5), 699-718. http://doi.org/10.1080/02650487.2019.1663029
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