[yankeeracer73]

In most re-branding efforts I've seen at companies of Gap's size, they absolutely do go through this process - some to discover new things, but also as risk mitigation. Right now I suspect the firm that did this new logo is on conference calls with Gap people to say wait, we did the studies and they said xyz, we know that any change to your iconic brand was going to be received negatively, etc.

But more importantly, it's not just logo that changes when you re-brand, it's product labels, business cards, web sites, stationary, building signage, color palette, EVERYTHING. So actually, you could spend a few k on a new brand with a quality designer, or spec out a logo for a few hundred on crowdspring, and frankly that's all most smaller companies need, but for a larger company like Gap, a re-branding ends up being a huge investment, so the research makes them feel more comfortable in making the decisions on how to move forward.