Competitive Edge - Sports & Entertainment Marketing News

Warner Bros Discovery Confirms Rebrand Of HBO Max To Max; Launch Date Set 


Warner Bros Discovery has confirmed its long-expected plan to jettison the “HBO” from HBO Max, announcing that its rebranded streaming service will be called Max.

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Discussion Questions:

  1. What is competition?
  2. What is the difference between direct competition and indirect?
  3. What is market share?
  4. How might market share represent the concept of competition?
  5. Who are the major players in the competition for market share in the streaming industry?
  6. Who might represent direct competition to Warner Bros Discovery?
  7. What is a brand?
  8. Is Warner Bros a brand? Discovery? HBO?
  9. What is rebranding?
  10. Why would Warner Bros Discovery rebrand “HBO Max” to just “Max”, without any reference to the HBO brand?
  11. How might the competition in the streaming industry influence this decision?
  12. What is a situation analysis?
  13. How might a situation analysis might dictate the decision from Warner Bros Discovery?
  14. Do you think they are taking a risk by potentially confusing consumers with the rebrand? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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