AMD To Phase Out ATI Brand
Linked by Thom Holwerda on Mon 30th Aug 2010 21:24 UTC
AMD I remember a time when you bought ATI instead of NVIDIA, much the same way you still buy AMD instead of Intel. As we all know, AMD bought ATI, further confirming the implicit relationship between the two that already existed anyway. Now, though, the relationship comes to an end, since AMD has confirmed the ATI brand will be phased out.
E-mail Print r 5   · Read More · 30 Comment(s) http://osne.ws/ibl
Thread beginning with comment 438708
To read all comments associated with this story, please click here.
Alleister
Member since:
2006-05-29

So the people who know about the merger don't care, but those are hardly the people you have to reach with emotion targeted marketing anyway and while I always thought the Ati Brand had a somewhat cheap feel to it, I doubt that AMD will immediately become a trusted Graphics Hardware builder to the less informed people, especially if the first products to come out are low end embedded GPUs.

Thus I think this is overall a bad decision and while very temporary in effect I predict a sales drop for at least a few months for the rebranded GPU products.

Reply Score: 2

telns Member since:
2009-06-18

I think AMD is attempting to shore up their own brand as a technology company, not just a CPU company.

It takes time and effort to manage a brand. Managing two discrete brands doubles that time and effort.

If the ATI brand is not in and of itself incredibly valuable, it is likely to be both cheaper in terms of management, and more valuable to the AMD brand, to fold it in.

Reply Parent Score: 4

Zifre Member since:
2009-10-04

while I always thought the Ati Brand had a somewhat cheap feel to it, I doubt that AMD will immediately become a trusted Graphics Hardware builder to the less informed people, especially if the first products to come out are low end embedded GPUs.

I wouldn't really worry about that. Most people don't even know what a graphics card is, let alone care which company makes it. The only people who care are the gamers, and they probably known enough to know that AMD graphics cards are ATI graphics cards.

Reply Parent Score: 2