Radio Shack Rebranding

In an attempt to freshen its image and more accurately reflect its business, Radio Shack is dropping the "Radio" from its name and will now be known as "The Shack." I can understand the logic behind this since the company probably sells just about everything except radios these days. They offer a wide variety of consumer electronics and accessories including cellphones, iPod accessories, computers and GPS units. 

Still, you can't underestimate the equity associated with its current name. This has been built up over many years and will be both expensive and risky to change. Name recognition, especially in the homogenized atmosphere of shopping malls, is an important consideration.

 

So Long "Radio" -- Radio Shack to Rebrand Itself | Maximum PC.

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