Knowing Your Target Market: Radio Shack Rebrands to The Shack

Chris Brown of brandandmarket.com writes about the recent re-branding of Radio Shack to The Shack.

She writes, "I just can’t believe that they dropped Radio to keep Shack. Actually, Radio isn’t that great either. Why not abbreviate it to something like RS. Wonder if they did any research at all?"

What sort of market research went into changing the popular electronic retailer's name?

Knowing Your Target Market: Radio Shack Rebrands to The Shack