Warner Bros. Discovery Group to relaunch HBO Max brand name.

Warner Bros. Discovery Group will rename its streaming platform once again, changing it back from "Max" to "HBO Max." This marks the complete cycle of the platform's name: HBO HBO Max Max HBO Max. The company announced at its annual advertising upfront in New York on Wednesday that it will launch a brand restructuring plan this summer, reinstating the name that was abandoned two years ago. This renaming comes during a period of strategic adjustment for Warner Bros. Discovery Group, as the company will reduce the quantity of content and focus on high-quality programming and storytelling. "The strong growth of our global streaming business has always been built on the foundation of quality programming," said Warner Bros. Discovery Group CEO David Zaslav in a statement. "Now, we are relaunching the 'HBO' brand, which represents the highest quality in the media industry, to accelerate future growth."