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Char Ell 09-04-2010 01:43 PM

AMD decides to drop ATI brand
This week brought an official announcement that AMD will drop the ATI brand in favor of its own.
Anandtech - Farewell to ATI, AMD to Retire the ATI Brand Later this Year

Reasons given for this branding change, as summed up by the guys at Anandtech, are:
1) AMD brand preference triples when the person surveyed is aware of the ATI-AMD merger.
2) The AMD brand is viewed as stronger than ATI when compared to graphics competitors (presumably NVIDIA).
3) The Radeon and Fire Pro brands themselves (without ATI being attached to them) are very high as is.

Do you agree with AMD's decision or are you one of those that never wanted to see the ATI brand retired?

DarthSlinky 09-04-2010 06:40 PM

It isn't a huge deal, after all I will still call it a ATI Radeon, not an AMD Radeon.

Liverandbacon 09-04-2010 11:19 PM

I've always seen ATI as the stronger brand in terms of awareness, but I'm sure their marketing department has researched it more thoroughly than I. A brand is a brand, I feel no loyalty to it.

acdcfanbill 09-05-2010 02:57 AM

it's the best move in the long run, no need for one extra naming layer. I'm pretty 'meh' over the whole thing though, as i still enjoy AMD Procs, I see no reason to move to radeon from nvidias gpus.

stingerhs 09-08-2010 11:40 PM

as long as they don't drop the Radeon name, i'm cool. it'll be tough to see the name go, though. ever since the Radeon 9700 Pro put Nvidia on notice, ATI has been one heck of a competitor, and i've been proud to use their products in multiple builds (albeit not all of them).

so long ATI. its been one hell of a ride. :D

Q 09-09-2010 08:52 AM

While I don't think that it was particularly wise to drop the name, I don't really have a problem with it.

ChAiNz.2da 09-11-2010 08:40 PM

maybe I'm just out of the loop (wouldn't surprise me ;) ) but as a resident nVidia fanboi.. I had always thought the ATI brand name was stronger. Hell, I didn't even know AMD was in the graphic card business...

Seems odd to me.. but whatever. As long as they keep doing what they're doing and making sure nVidia doesn't sit on there laurels, I'm all for it :D

Still though, I'm going to miss the ATI name. At least when that name hit the articles, it made the nVidia guys sweat ;)

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