RadioShack would like you to call it 'The Shack'

NEW YORK -- The 88-year-old electronics outfit will re-introduce itself Thursday as just "The Shack" — at least in its ads.

The retail chain is spending a big chunk of its $200 million ad budget for this year on new TV and digital ads to introduce The Shack as its name for advertising and marketing purposes. Signs outside of stores will remain RadioShack. The company hopes to hold onto to its brand heritage and attract more tech-savvy shoppers.

The ads will focus on the company's knowledgeable sales staff and wireless products, which accounted for 33% of $4.2 billion in sales last year. They'll also promote the average 2,500-square-foot size of a RadioShack store as more easy to navigate than big-box rivals such as Best Buy.

As part of its new branding, the chain recently expanded its own proprietary brands and added national brands such as T-Mobile. It's also signed a marketing agreement with bicyclist Lance Armstrong, who next year will compete in the Tour de France and other races under Team RadioShack. "We have an iconic American legacy brand," says Lee Applbaum, chief marketing officer at RadioShack. "This is a way to ensure that customers understand our innovation in products with a focus on mobility, leading brands and knowledgeable associates."

Analysts say that a brand overhaul requires lots of time and capital — and consumer acceptance.

Sales of sports drink Gatorade have suffered since changing its name to "G" in January. After a test earlier this year to change its name to The Hut, Pizza Hut is sticking with its original.