De “Negrita” a “Umsha”: percepción de padres y madres de activistas afroperuanos sobre el rebranding de la marca

Abstract

Social gaps and systematic and structural racism, during the last part of the 21st century, have given rise to the revaluation, in advertising and in any social space, of the erroneous representations of ethnic minority groups in Peru. This has generated that brands, regardless of the great trajectory they have, choose to apply strategies such as rebranding as it allows them to rethink their identity and place them differently within the commercial context in which they develop. For this reason, this paper proposes to conduct a phenomenological study to understand the application of rebranding in the Negrita brand, now Umsha, and to analyze it from the point of view of parents of Afro-Peruvian activists. It was possible to conclude that the adjustment applied in the case of Negrita -now Umsha-, destroying all the elements of its old image, in response to the need for change in the way Afro-Peruvians were represented, turned out to be constructive despite the brand assets that the company would leave aside.