Jumping into this pretty late, but in response to an earlier comment about slapping brands onto other things that are clearly not the thing that peole are going there for.
In my personal experience, there has been one where yeah, it did have a negative effect and one where it was just kinda meh. The negative experience was Ace Combat Assault Horizon. It's a decent game, but it's completly NOT the franchise that i'm getting into. The meh one was on Godzilla (1999). A lot of people say the movie is bad, but one possible reason they think that is because they want a godzilla movie with rubber suited monsters. If it was called something else and NOT godzilla, it might have gone over better.
Another movie that i've heard this happening to was G-Force. The exact details of what that movie is isn't important right now. What is important is that for many people, G-Force was a VERY old anime that predated power rangers and ultraman in japan that was later exported to the americas. I have no idea what it was about, but when the new G-Force movie was released, the fans of that old anime were... dissapointed to say the least.
To anwser that question proposed, it's difficult like he said. In some cases it works, in others it doesn't work. As for the new star wars movie, i kinda liked it but yeah. it is kind of a rehash of Episode 4. It does leave a lot of mysteries open for the next pair of movies and who knows? maybe 8 and 9 will have a much more positive outlook on them.