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New AMD graphics branding

The evolution of AMD/ATI branding
AMD's market research shows that it's time to get rid of the ATI brand

It's been a long four years, but AMD has finally hits its stride after its acquisition of ATI Technologies way back in 2006. After agreeing to purchase ATI for $5.4B, AMD was besieged with quarterly losses stemming from the purchase, constant pressure from NVIDIA in the graphics market, and beatdowns from Intel (who wasn't exactly playing by the rules of fair business) in the processor market.

With most of its troubles now behind it, AMD is looking to kill off the long-standing ATI brand and bring Radeon and FirePro graphics solutions solely under the AMD umbrella according to AnandTech.

According to AMD's own research in markets from around the world, it came to the following three conclusions:

  1. AMD preference triples when respondent is aware of ATI-AMD merger
  2. AMD brand [is] stronger than ATI vs. graphics competitors
  3. Radeon and FirePro brand awareness and consideration [is] very high

The move will also help to further consolidate AMD's branding which has pretty much gotten out of hand in the past few years [see figure on right]. AMD will begin the transition later this year to phase out ATI branding and move to a more simplified product branding lineup. By 2011, AMD's product lineup will consist of AMD's Opteron for server processors, Vision (which consists of a CPU/GPU hybrid) for consumer processors, and Radeon/FirePro for graphics.

With AMD now taking the discrete graphics market lead from NVIDIA (51.1 percent for AMD versus 44.5 percent for NVIDIA) and preparing to take the fight straight to Intel with three new CPU designs, the next year should be a fruitful one for enthusiasts.



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This is the dumbest move EVER...
By T2k on 8/30/2010 9:37:42 AM , Rating: -1
...because it's really not about company brand recognition with a video card but chipset name which is ATI Radeon - enthusiasts recognize ATI just as much as AMD but they are the minority of the market and everyday customers are buying either based on card mfr's brand name (ASUS, Gigabyte, EVGA) or by chipset name, following someone's advice.

Dumb AMD, stupid dumb call, dumb fuckin' corporate garbage committe, trying to prove they worth their paycheck.




RE: This is the dumbest move EVER...
By justjc on 8/31/2010 8:46:04 AM , Rating: 1
Are you sure it's ATI that people recognize?

I'm quite sure it's Radeon and FirePro, the two brands AMD will continue using, as those are the names that is used in the card name and short descriptions of the cards specifications.

Honestly when did you last buy a graphics card, non ATI brand, that used ATI in the card name?
Even enthusiasts don't buy ATI cards, they buy Radeon cards, that they might know contain a chip designed by AMD owned ATI that is produced at a TSMC plant.
Based on a quick Radeon search at Toms Hardware Forums I can conclude that the ATI name quite often is missing there as well, making the case that it doesn't really matter to the forums users if the producer is AMD or ATI as long as it's a Radeon card.

AMD have very little to loose ditching the ATI name, but a lot of brand recognition to win for the AMD brand.


By ll333r0y on 9/1/2010 12:44:57 PM , Rating: 2
Love the ATi name... sux to see it go.


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