The Fort Worth-based RadioShack is making an attempt to alter its image by shedding "radio" from its name and rebranding itself as "The Shack."

"The Shack", the new title will appear on displays and signs for the company. The rebranding campaign is scheduled to start on Thursday.

However, the struggling retailer will not alter the names of its stores.

According to Lee Applbaum, the chief marketing officer said that the company decided to rebrand itself because company's associates, customers as well as investors have already been referring the company as 'The Shack' in stead of RadioShack.

To celebrate the event RadioShack will conduct Shack Summer Netogether, a live event in New York and San Fransisco.

The company that claims that it possesses remarkable equity in consumers' minds will focus on wireless & mobility products from Sprint, T-Mobile, AT&T, BlackBerry etc via ads in campaign.

RadioShack, the vulnerable electronics retailer has announced a partnership with Lance Armstrong and T-Mobile.

On the other hand, a retailing strategist named Neil Stern said that company can not befool customers just by changing name. Customers will react to substance only.