The Swiss multinational also decided to rename the Chilean cookies. Negrita as Chokita to avoid falling into the use of stereotypes or cultural representations. In Germany, for its part, Bahlsen has also changed the name of its Afrika biscuits , which now bear a much more aseptic denomination: Perpetum. Have all these brands done well to change their name? Maybe yes, but some think otherwise.
the decision to change
And it is that the ethics that the consumer demands of the brands that he throws in the shopping cart is actually rather sparing. “It may be sad, but no brand has ever fallen into disgrace for unethical behavior. And it is nothing but a Lebanon Email List symptom that people demand only limited ethics from brands », he explains in statements to the dpa agency Oliver Errichiello, director of the European Academy of Media and Business (EMBA) in Hamburg.
their name and logo
Even so, brands “must assume their responsibility, contribute to making society better and pave the way for change,” says Lars Kreyenhagen, brand strategy expert at the Karl Anders agency. And they shouldn’t just change their name. They must also trample on prejudices of a racist nature in their own domains , he emphasizes. Are brand name changes a mere act of hypocrisy?