Intel’s brand structure is almost as confusing as theoretical physics to many consumers and corporate IT buyers. The problem is that the Intel product line of today has products spanning many categories and many of the product names are used in more than one type of product, like the Centrino line showing up in MIDs and notebook computers.

Intel has announced that it is beginning the process of simplifying its brand structure to make it easier for consumers to understand. The key to the revamped line is that it will be focusing on a good-better-best system for its desktop processors. Intel reports that over time it will consolidate its computing platforms under the Core designation for its mainstream parts with the category having Core i7, Core i5, and Core i3 products representing the high, mid, and low-range offerings.

Core i7 and Core i5 parts will also feature Intel's vPro technology. The entry-level computing platforms will use Intel Celeron and basic computing machines will use Pentium branding. Even that is still confusing since it's hard to tell which of the Celeron or Pentium classes are more powerful.

The Centrino platform will be phased out of the notebook market and will instead be used as the name for the Intel Wi-Fi and WiMAX products coming to market in early 2010. Intel says that multiple products will be on the market over the next year as the transition begins, which will undoubtedly muddy the waters before things begin to clear.

Intel's Bill Calder wrote in a blog posting, "Over the last year or so, Intel has been quietly working behind the scenes taking a hard look at our brand structure and exploring ways to make it more rational and easier to understand. The fact of the matter is, we have a complex structure with too many platform brands, product names, and product brands, and we've made things confusing for consumers and IT buyers in the process."

Intel recently lost a little of its market share to rival AMD mostly due to slowing server sales.