Guess who's back? Back again? The HBO in HBO Max will return this summer, two years after Warner Bros. Discovery dropped it ...

After two years as Max, HBO Max is once again becoming HBO Max. It joins a long line of brand reversals that demonstrate the power of established brand equity.

HBO Max launched on May 27, 2020, consolidating content from HBO, Warner Bros., and additional WarnerMedia-owned properties. The HBO Go service was discontinued in the U.S. later that year, providing ...

WBD CEO David Zaslav announced the move, with the company declaring, "no consumer today is saying they want more content, but ...

The media conglomerate will divvy up its assets in movies, TV, gaming and other areas into two companies: Streaming & Studios ...

The change comes two years after Warner Bros ... Discovery explained that the decision to return to the HBO Max brand was multi-layered, citing the success of WBD’s streaming services and ...

Branding experts said Warner Bros. Discovery's decision to resurrect the HBO Max name was a tacit acknowledgement that it made a strategic error.

The media giant says the move is based on refocusing its streaming strategy on "the programming that is working best" ...

Warner Bros. Discovery announced Monday morning that it was splitting into two separate public companies by the middle of ...

Bullying works! At Wednesday’s Warner Bros. Discovery upfront presentation (attended by The A.V. Club), HBO boss Casey Bloys ...

Turns out, Warner Bros. Discovery thinks HBO has some pretty good brand equity, after all. This summer, streamer Max will bend the knee and rebrand back to its original name, HBO Max. The change ...