CULLING BRANDS will be AMD's corporate makeover activity this year and next with ATI and other segment brands being dropped and replaced by Vision, Radeon and Firepro.
AMD executives expect the demise of ATI as a brand to begin in the fourth quarter of this year and end by September 2011. Only existing products will continue to use the ATI logo in 2011. New products will immediately take on the AMD Radeon and AMD Firepro logos but even the reference to the company is expected to be dropped in due course.
"We want to simplify the buying experience. We'll complete this within a year and that is giving it a lot more time than it would require," AMD said. Surveys of consumers found that the vast majority of punters are aware of the ATI takeover by AMD, giving the company the confidence it can dump the brand.
In AMD's brand culling, its references to particular chips will also go in addition to the ATI brand, as the Athlon, Phenom and Turion brands will disappear and be replaced by the non-chip specific Vision brand.
AMD's combined CPU and GPU Accelerated Processing Unit (APU) Fusion products will fall under the chip designer's Vision brand as well.
However AMD will continue its Opteron brand for its line of server chips. µ
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