Confirming reports from over the weekend, RadioShack said Monday that it will launch a rebranding this week, in which the company will be known more commonly as "The Shack."

By Stephen Silver

Confirming reports from over the weekend, RadioShack said Monday that it will launch a rebranding this week, in which the company will be known more commonly as "The Shack."

The company will still be called RadioShack officially, but it will emphasis the "Shack" name in retail and marketing, in a move an executive compared with "FedEx" or "Coke."

"Our customers, associates and even the investor community have long referred to RadioShack as 'THE SHACK,' so we decided to embrace that fact and share it with the world," the company's chief marketing officer, Lee Applbaum, said as part of the announcement. "This creative is not about changing our name. Rather, we're contemporizing the way we want people to think about our brand."

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