UNO Expert Yanhui Zhao Weighs in on Cracker Barrel’s Logo Overhaul
CNN features UNO marketing expert Yanhui Zhao on the chain’s recent rebranding efforts.
- published: 2025/09/17
- contact: Office of Strategic Marketing and Communications
- email: unonews@unomaha.edu
Yanhui Zhao, Ph.D., marketing professor at the University of Nebraska at Omaha’s (UNO) College of Business Administration (CBA), provided expert insight to CNN on Cracker Barrel’s recent logo redesign. Zhao noted that the updated design “made it look like they were walking away” from the chain’s signature old-time, country feel.
💡 Why it matters: Zhao’s analysis emphasizes the risks and challenges of rebranding established businesses, particularly when changes shift away from the brand’s core identity that customers know and love.
🔍 The big picture: As companies modernize their visual identities, Zhao’s perspective highlights the balance between innovation and preserving the brand essence that drives customer loyalty.
For more on Zhao’s expert take on Cracker Barrel’s rebrand, read the full article on CNN.
About the University of Nebraska at Omaha
The University of Nebraska at Omaha (UNO) is Nebraska’s premier metropolitan university, committed to innovating for the public good, advancing social mobility, powering workforce development, and serving as a hub for community engagement. Nearly 15,000 Mavericks choose UNO for its hands-on education experiences, nationally ranked online and graduate programs, military-connected student support, and innovative approaches to supporting lifelong learning. UNO holds the Carnegie Research Activity “R2” designation, securing more than $40 million annually in external research funding and counts its faculty among the world’s most cited scholars. Sixteen Omaha Athletics programs compete in NCAA Division I as members of the Summit League and National Collegiate Hockey Conference (NCHC).
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