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

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 ...

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 has joined Coca-Cola and Netflix among prominent companies that have undergone well-publicized pivots.

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" ...

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

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 ...

Warner Bros. announced Wednesday that it will be rebranding Max, the app formerly known as HBO Max, into, uh, HBO Max.

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 ...