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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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As has been said before...
By morphologia on 9/2/2010 3:39:09 PM , Rating: 2
I'm like the 16th person to say this, but I must weigh in...
AMD is not doing this because the AMD brand is more recognized or successful than ATI...they're doing it in hopes of boosting the AMD brand by riding the coattails of the ATI brand's popularity.

The AMD brand has a loyal, near-cultlike following, but is largely regarded as the underdog. ATI, meanwhile, has permeated its market so thoroughly that they've almost pushed nVidia to underdog status. It seems clear that they're not really jump-starting their graphics biz by using their CPU brand, they're having their CPU biz gain momentum from their GPU brand like a lazy skateboarder hanging onto a moving car.

(DISCLAIMER: Hanging onto a car while skateboarding is dangerous and dumb. People die that way. Don't do it.)




RE: As has been said before...
By xti on 9/3/2010 10:21:24 AM , Rating: 2
AMD is the big fish out of ATI and AMD.
Discrete market is a small pond, it doesnt matter how many of the niche market follows ATI over nVidia, its still a small pond.

Now you have a big fish in a small pond.

lets put it this way, if intel bought nvidia, and they finally came around and said "we dropping the nvidia line and calling all 260gtx the Intel 260 from now on" - what would be the perception?

that is what AMD is going for.


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