The Effects of Today’s Political Environment on Rebranding

Abstract

In the wake of the controversy surrounding Cracker Barrel’s 2025 logo redesign and the impact of political polarization on consumer response, this study examines the effects of logo redesign on rebranding through a political lens. As political polarization continues increasing (Weber et al., 2021), prior research suggests that political affiliation can influence consumer behavior and brand perceptions (Jost et al., 2008; Kim et al., 2018; Ordabayeva & Fernandes, 2018). Therefore, it is possible that reactions to Cracker Barrel’s rebranding were influenced more by political ideology than by the logo design itself. In turn, attitude toward a redesigned logo may affect purchase intention and brand loyalty. Results from the study, which features two experimental scenarios, reveal three major contributions to our understanding of brand attitudes and political influence during brand redesigns. First, the interaction of attitude toward the rebrand and political affiliation showed that Republicans, regardless of brand, took politics into account when making choices about both brands after the redesign. Second, commitment mediated the relationship between attitude toward a logo redesign and behavioral variables, but only in specific cases. Finally, marketers should consider the political leanings of their core customers when embarking on a potential brand redesign. Additionally, it is recommended that they adopt an evolutionary rebranding approach, in which small, gradual changes are introduced over time, rather than a revolutionary rebrand that involves large, sudden changes and may lead to negative consumer reactions. Republicans likely considered Cracker Barrel’s rebranding evolutionary, with a negative influence on the logo and behaviors.