I know that my viewing and spending habits are very significantly influenced by logos.
The industry knows that too. That's why billions are spent on branding. (Sarcasm understood, but not accepted.)
Branding has validity, though I feel that it's oversold and that it doesn't work for many busineses. A (new) logo? Not sure that works. Do I go to more Laker games or buy more office supplies at the namesake because it's the Staples Center?
Union Bank of California changed its name about a year ago to Union Bank. I'm sure that cost them a ton in such as consultants, documents (letterhead, brochures, etc) and wasn't worth a cent. Now, taking 70% of the spend on that and giving it to staff as a bonus--that could build your brand via employee gratitude and pride being reflected as customer service.
For too many businesses this is true: If you managed your money the way that you manage your people, you'd be bankrupt.