HBO Maxes Out on Rebranding

Warner Bros. Discovery said Wednesday it will revert its streaming service name from Max back to HBO Max this summer, just two years after dropping the HBO branding. The decision, revealed at the company's upfront presentation to advertisers in New York, represents an admission that HBO's premium brand equity remains valuable in the streaming landscape. "Returning the HBO brand into HBO Max will further drive the service forward and amplify the uniqueness that subscribers can expect," WBD stated in a press release.

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