AMD to kill ATI brand

[DaBees-Knees]

http://www.pcadvisor.co.uk/news/index.cfm?newsid=3237366

AMD has announced plans to remove the ATI name from its products by the end of the year, killing a brand name synonymous with graphics enthusiasts for 25 years.

AMD offers a range of graphics products under the ATI brand, including the Radeon, FirePro and Eyefinity offerings. The chip designer will instead attach the name AMD to those products by the end of the year, said Drew Erskine, an AMD spokesman.

Observers initially declared the AMD-ATI merger a bust, but benefits are now being reaped. AMD in the second quarter of this year recorded faster year-over-year growth in the graphics market than leader Intel and rival Nvidia.

The company always had the option to transition brand names since the merger, but Erskine said now was the right time as AMD wanted to take advantage of its growing momentum in the graphics market, Erskine said.

The change could also help give AMD more exposure. For example, Apple uses the ATI graphics in the iMac, with the ATI logo prominently displayed on Apple's website. The logo would instead reflect AMD, which could help expand the company's visibility.

I suppose it makes sense. 

[White Stripes]

via absorbed s3 and cyrix but doesnt use those names on any of its products anymore..

[Pri]

ATi is a strong brand though. Many many people are aware of it, it was usually plastered on desktop and notebook computers in the way of stickers 'ATi RADEON' was common.

AMD held on to it for as long as possible to cash in on that but now they want to upgrade there own image and I can understand that. I say good luck to them.