Interesting question. Before businesses change brand, they always determine how much "brand equity" there is in the brand and symbol. If the survey indicates that there is very little recognition or emotional attachment to the brand, then a change to update and refresh the brand can actually be a company positive. If the reverse is true, then changing the brand can be detrimental to the business. Posters also need to remember that normally a change in brand also means a large and expensive advertising campaign to get the new brand recognised by the population.
The reality is that it does not matter what you care, it is about what the population as a whole cares.
I personally do not really care, but, the brand is recognisable (which is probably a good thing).
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