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AMD has big changes with K10, including a new brand

Over the next two weeks AMD will slowly begin to introduce its new brand name for high end desktop CPUs.  The brand, Phenom, will succeed Athlon on all K10 offerings.  Dual-core Agena processors will be labeled as Phenom X2; quad-core Agena as Phenom X4.  The halo products, Agena FX and its family, will receive the brand name Phenom FX.

Phenom is pronounced as an abbreviated version of the word "phenomenal." AMD's  guidance states that the company will promote its Phenom X4 and X2 processors under the premise that Phenom allows its users to "experience the Phenomenal."

The company will still retain its Athlon and Sempron brand names -- Athlon on its mid-range products and Sempron on up the low-end.

Brand image is not the only nomenclature changing with AMD's next-generation processors. This summer, the company will start to phase out its descriptive SKU system for something a little more esoteric"Athlon 64 X2 4000+ 45W 1MB L2 Brisbane," for example, will be renamed the "AMD BE-2400."

AMD representatives would not reveal the naming strategy for its Agena, Kuma and Rana processors, though they were able to confirm the K10 family would get names similar to the rollout ocurring on the low-power 65nm processors.

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Rating the Names and Suggesting the Obvious
By skroh on 5/2/2007 4:13:08 PM , Rating: 3
The names so far and their associations for me:

1. Athlon: athletic, decathlon, techno--cool!

2. Duron: durrrr, Durex condoms, hard to endure--bad!

3. Sempron: simpering, semi-porn--terrible!

4. Phenom: Phnom Penh, or self-promoting, spoiled, arrogant child athlete on the fast track to obscurity--stupid!

Finally, my obvious suggestion for a totally cool brand that ties alphabetically to the previous gen and was right in front of their noses: Agena! What was wrong with that? The Air Force used it as a code name for a rocket booster, how's that for cool associations? Sheesh! Who pays these idiots?!?

RE: Rating the Names and Suggesting the Obvious
By Psychless on 5/2/2007 5:10:28 PM , Rating: 3
A company who had a negative $574 million income last year who apparently has nothing better to do except rename their processors and talk about how good Barcelona will be. I wonder how much good renaming thier processors will do for them.

By EmperorofMu on 5/2/2007 5:18:07 PM , Rating: 3
I also vote for "Fastest GT." Genius. What's wrong with your "Agena" name? vAgena anyone? Plus it sounds too close to the soon to fail physics card company.

By johnsonx on 5/2/2007 5:18:13 PM , Rating: 3
yes, indeed, Agena would be a perfectly good brand name. MUCH BETTER than Phenom.

It occurs to me now though that since I almost exclusively use AMD's low and mid-range processors, this stupid Phenom name won't come up too often for me. As long as the sub-$100 CPU's keep the Athlon and Sempron names, I'll be ok. I never would have imagined though that AMD would come up with a new name that would make me happy with Sempron!

By zander55 on 5/2/2007 6:58:46 PM , Rating: 1
*sigh* how soon superior performance and price make us forget how fucking stupid core 2 duo sounds.

i'm glad to to see everyone is coming back to their senses. who else is going to boycott Phenom processors with me?

By Spoelie on 5/4/2007 6:59:46 AM , Rating: 2
I for one like the new name. Hmm phenom, venom, fenix, dunno

Besides, a new name is a good way to differentiate, Athlon name is seen as inferior to core 2. New processor, new name. Intel didn't stay with their Pentium brand either did they, after it was tarnished with the prescott line.

There will always be nay-sayers.
vAgena, lol

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