Warner Bros. Discovery Restores HBO Max Branding

Warner Bros. Discovery will revert its streaming service Max back to HBO Max this summer, after two years under the Max name. The initial rebrand in 2023 aimed to position the service more broadly, but it caused confusion and drew criticism from consumers and industry experts. Executives now admit that the HBO name resonates more strongly with subscribers, who generally prefer HBO originals over Discovery reality offerings. The company has publicly acknowledged jokes and skepticism about its frequent rebranding, emphasizing the importance of brand equity. This decision is part of a wider strategy to focus on premium programming and distinguish HBO Max from competitors like Netflix and Disney+. The move underscores the value and recognition tied to the HBO brand.