 WWE noted that their new company model was put into effect with the relaunch of "Tough Enough", being a non–scripted program (contrary to the scripted nature of professional wrestling) and with the launch of the WWE Network (at the time scheduled to launch in 2012; later pushed back to 2014).However, the legal name of the company remains as World Wrestling Entertainment, Inc.

Beginning with the August 29, 2011 episode of "Raw", it was announced that "Raw" would feature talent from both "Raw" and "SmackDown", and would be known as "Raw Supershow" (the "Supershow" suffix would be dropped on July 23, 2012).Championships previously exclusive to one show or the other were available for wrestlers from any show to compete for; the "Supershow" format would mark the end of the brand extension, as all programming and live events from when the original announcement was made until July 2016 featured the full WWE roster.