AMD Killing ATI Along With Most Of Their Processors

AMD has been trying to play catch up with Intel for a few years now which has been great for those of us that like inexpensive processors that are almost as good as the competition. However it looks like AMD has finally gotten sick of Intel having all the glory and have finally decided to kill it’s 25-year-old brand which you may know as ATI.

While I am an nVidia fan boy I must admit that ATI has been the king of the graphics cards for a while now and unless you were to look into who owned ATI you would never know that AMD was responsible for making these graphics chips. So it makes sense to me while AMD would want to rebrand their graphics chips to have the same name as their processors, of course AMD gave different reasons for the switch. Here is what AMD’s vice president of global corporate marketing, John Volkmann had to say:

The first, says Volkmann, was that “the Radeon brand and the ATI brand are equally strong with respect to conveying our graphics processor offering.”

Volkmann says the second piece of information was that the “combination of AMD and Radeon actually proved to be a stronger combination than ATI and Radeon in the minds of processor-aware consumers, by a statistically significant amount.”

Finally, Volkmann claims the research revealed “a high correlation between knowledge of the merger between ATI and AMD and brand preference for AMD vis-à-vis Intel.”


So considering ATI is the king of discrete GPU business along with having a good choke hold on the full size graphics card crowd it’s really not surprising they want to rebrand things with AMD. Doing so could help boost sales of their processors and perhaps allow them to take the crown back from Intel.

Graphics products that are already being made today will retain the ATI logo however the newer chips such as the upcoming Radeon HD 6000 chips will be branded with the AMD Radeon logo. The same will be true for the Fire Pro products, however AMD is going to allow OEM partners to choose between using a simple Radeon logo without the AMD badge should they choose to do so.

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