Tagged: branding

Radio Shack becomes “The Shack”

Looking to present a fresh face and new image as it focuses more on selling wireless products, Radio Shack is unveiling its new brand this week:  “The Shack” — dropping “Radio” from the brand name.  School of Management Professor C.B. Bhattacharya, a branding expert, says the shift makes sense. “There may be some consumer confusion in the […]

Report: New Yahoo branding coming

The Wall Street Journal reports that Yahoo is working on a “massive” effort to overhaul the Internet search company’s brand.  School of Management Professor Susan Fournier, an expert on branding, can offer insight about the strategy and tactics of such major re-branding initiatives. Contact Susan Fournier, 617-353-2773, fournism@bu.edu