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Initially, the rebrand had little effect on attendances in that they still increased from the season before, though it is undeniable that that our average attendances in that first season in red would have been higher still had the rebrand not happened. For those who left, there were new fans ready to replace them. Not initially, but as the club moved to the top of the table and didn't look remotely like letting automatic promotion slip away, crowds grew as to be expected. We nigh on sold out every league game in the top flight as you'd expect, rebrand or not.
The problems with the rebrand came after relegation. Crowds in the first season back in the Championship were down by a similar percentage that relegated clubs tend to see, then as we failed to look remotely like getting back to the top division, crowds plummetted further. I reckon much of this was down to people buying season tickets when we were in the Premier League for the following season, then as it was clear we wouldn't be mounting any promotion challenge soon during the 2014/15 season, many decided not to bother again. Those former die-hards who had boycotted the club because of the rebrand would have been there had the rebrand not happened, so the effect was probably felt most in 2015/16 when our average attendance dropped to below 16.5k.
Success is the quickest way to get fans through the turnstyles. I reckon decades of stability in the top echelons are needed to produce a large fan base of die-hards. The rebrand certainly hit that.