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 comes just over two years after Warner Bros.

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.

Discovery-owned streamer formerly known as HBO Max, and currently known as just Max, is changing its name to … HBO Max. No, really. After spending multiple years and many millions of dollars trying to convince consumers (and TV industry reporters) that using “HBO” in the name of its flagship TV service was too limiting and no longer ideal,