AMD Kills ATI Brand, Future Products to Feature Brand Change

[ottoyu34]

This had to happen eventually, and it did just happen: AMD has dissolved the ATI brand completely, and consolidated ATI brands, such as Radeon and FirePro under the AMD main brand. Under the new branding scheme, new graphics products AMD launches (such as the upcoming Radeon HD 6000 series), will do away with "ATI" completely from the logo, marketing material, and so on, and the market will, as it already has been doing since the AMD-ATI merger, albeit informally, refer to Radeon/FirePro products as "AMD Radeon" and "AMD FirePro".

AMD explains its move as an "evolution of the AMD brand portfolio", saying that consolidation of ATI-branded products under the main brand results in reduced marketing overhead. It claims to have surveyed several thousand discrete graphics-aware users in in the U.S., U.K., Germany, China, Japan, Brazil, and Russia. The survey revealed that when made aware of ATI-AMD merger, AMD preference triples; AMD brand is stronger than ATI (against graphics competitors); and that people see Radeon and FirePro product names more conspicuous than ATI, indicating a "permission" to consolidate ATI into AMD. The survey was conducted entirely by AMD

Source: http://www.techpowerup.com/129863/AM...nd_Change.html

[xeromist]

I saw this too. I haven't used ATI since the 9800's but sorry to see the name go.

[ottoyu34]

I'm fine with it.

As long as the "AMD Radeon 6870" has good performance.

[xeromist]

I'm just nostalgic for the days when you walked into the shop where I worked and saw Matrox, ATI, Nvidia, and 3Dfx all displayed equally. Yes there were compatibility issues to deal with but the market seemed so full of promise and competition.

[Brian@ASUS]

wow...