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It is by no means a "given".
It's become an article of faith among amateurs new to publishing and striving for the "right" way to do things.
But in fact, it's very common to change covers, even titles.
The idea that a cover is a "brand" more significant than the author's name is very, very strained.
Again, if the KNOW your cover, what are they going to do? Give it back if you change it? Not find your next book unless it has the same cover? There are people who pay a lot for books to COLLECT different covers.
Don't just think this is some sort of "given" because you read it somewhere. There is too much of that going on in marketing advice these days anyway. If what pops into your mind conflicts with demonstrated reality, rethink
What I'm saying is, do the best you can to have great, attractive covers. If you learn more or get better resources or publish a new format with different presentation, don't be afraid to change the cover.
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