Yeah the brand doesn't really need to be rebuilt. People know about the franchise and there's still plenty of demand for a new one.
Infinite had a ton of self-inflicted injuries. The absurdly small budget did absolutely no favors. The artstyle was absolutely terrible and often looked more like an alpha build than a finished product. Marvel's ridiculous "no X-Men/Fantastic Four" policy plus other creative misfires completely destroyed the the identity of the title and made it a hollow husk of what a MvC game should be.
If a new MvC is announced and actually looks good, people will show up in droves. But the game actually needs budget, time, and the return of fan favorites and it's identity if that's gonna work.