Warner Bros. Discovery executives are reinstating the name HBO Max for the popular streaming service. It’s the fourth name change for the app in the last decade.

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

Max is now HBO Max. Again. No, I'm not joking. Less than two years after Warner Bros. Discovery changed the streaming service and ditched the HBO brand name, they've finally come to their senses and admitted that maybe HBO is why people want Max.

HBO Max became simply Max in 2023. Now Warner Bros. Discovery is going back to basics and reclaiming a brand long associated with high-quality programming.

A little more than two years after lopping “HBO” off of the streamer’s name to create the breezily-named Max streamer, Warner Bros. Discovery has decided to reverse course. Max — the unloved mononymous identity, too cool or too anxious to acknowledge its origins — is HBO Max once more .

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