AMD will retire the ATI brand

Toggle sidebar Toggle sidebar
Madcatatlas

Madcatatlas

Golden Member
Feb 22, 2010
1,155
0
0
No, they shouldnt. And no it wouldnt make sense.

ATI is a strong GPU brand name. AMD isnt. AMD knows this and wouldnt consider dropping such a recognized brand name.
 
L

Lonyo

Lifer
Aug 10, 2002
21,938
6
81
Given that we are moving to GPU and CPU on the same package, it does make sense.
I wouldn't necessarily expect to see it suddenly disappear, but certainly towards the low end a rebranding so that all products (CPU, GPU on CPU and chipset) all fall under the AMD name would certainly make sense, and then gradually phase out ATI branding.

Otherwise AMD are going to have to be using the ATI and AMD name on products like Fusion, which seems a little silly. It would be AMD + ATI + Fusion product name, rather than AMD + Fusion product name.
 
G

Genx87

Lifer
Apr 8, 2002
41,091
513
126
ATI is a brand name people know in the graphics world. But AMD isnt exactly a well run company. So I could see some idiot in upper management thinking they should follow through dumping their GPU brand name.
 
Leyawiin

Leyawiin

Diamond Member
Nov 11, 2008
3,204
52
91
Keeping the Radeon name is the crucial piece. ATI can go and people would adjust very quickly. Most enthusiasts know its really AMD already.
 
G

Genx87

Lifer
Apr 8, 2002
41,091
513
126
Lonyo said:
Given that we are moving to GPU and CPU on the same package, it does make sense.
I wouldn't necessarily expect to see it suddenly disappear, but certainly towards the low end a rebranding so that all products (CPU, GPU on CPU and chipset) all fall under the AMD name would certainly make sense, and then gradually phase out ATI branding.

Otherwise AMD are going to have to be using the ATI and AMD name on products like Fusion, which seems a little silly. It would be AMD + ATI + Fusion product name, rather than AMD + Fusion product name.
Click to expand...

They dont have to put ATI on their fusion line. Will Intel put the name of their graphics processor on their sandbridge products? Fusion shouldnt be higher than entry level performance. Be perfect to differentiate the ATI line into higher end products and fusion in entry level.
 
zokudu

zokudu

Diamond Member
Nov 11, 2009
4,364
1
81
I agree Fusion can be branded from AMD to parallel it with Intel's Sandy Bridge IGP and exemplify the alleged performance gap between the two while keeping ATI as their high end graphics brand. Making consumers think buying ATI is buying luxury over Fusion.
 
zephyrprime

zephyrprime

Diamond Member
Feb 18, 2001
7,512
2
81
Foolish. It is well known in marketing circles that broadening a brand weakens the brand. The AMD brand already has numerous chips under it's umbrella. Also, those chips sell to both consumers and business further broadening the brand. If they do drop the ATI brand, they have to focus more on the Radeon brand to provide more product branding focus.
 
Sickamore

Sickamore

Senior member
Aug 10, 2010
368
0
0
I really think they should keep the name. At the same time radeon kinda sound cool.
 
Last edited:
brybir

brybir

Senior member
Jun 18, 2009
241
0
0
zephyrprime said:
Foolish. It is well known in marketing circles that broadening a brand weakens the brand. The AMD brand already has numerous chips under it's umbrella. Also, those chips sell to both consumers and business further broadening the brand. If they do drop the ATI brand, they have to focus more on the Radeon brand to provide more product branding focus.
Click to expand...


This is an incredibly general statement and is not true in many circumstances. Anytime a marketer tries to tell you that their are "laws that are always true in marketing and branding" just walk away. Something I read a few weeks ago even stated "The marketing world is awash in conceptual thinking that has no relationship to the real world". True words in my business experience.

For example, you could cite other marketing "laws" such as the "law of the company" which dictates that unless you have a damn good reason, the name of the company should be the brand. i.e. coca-cola selling cola-cola, Ford selling Ford vehicles etc. Or the "law of subbranding" which is generally that subbranding can help to destroy what building a brand can do. etc.

This change adopts a standard branding strategy across all of AMD's products. They are Advanced Micro Devices selling Athlon, Phenom, Opteron and Radeon products (among other products like chipsets). By getting rid of the ATI company name, they have a consistent messgae across all products that should make more sense for consumers and help them to simplify and unify their marketing messages. It also helps with their bundle marketing for things like AMD Vision and AMD Premium etc where each part has the AMD company name only in front of the major product components.
 
A

aka1nas

Diamond Member
Aug 30, 2001
4,335
1
0
Most general consumers don't recognize ATI and Nvidia, anyway. They go looking for Radeons and Geforces at this point.
 
K

kalniel

Member
Aug 16, 2010
52
0
0
Good move IMHO. ATI was getting confusing, AMD Radeon makes more sense. Only question is should they go back to green? ;)
 
T

tincart

Senior member
Apr 15, 2010
630
1
0
Lose the value of the ATi brand and dilute the value of the AMD brand. Bad idea.

Fusion products can certainly be branded solely as AMD but putting out any discrete graphics products without ATi on them would be a very poor idea.
 
Sickamore

Sickamore

Senior member
Aug 10, 2010
368
0
0
I dont think i would like to see green logos in front of the red logo. I would prefer seeing Radeon instead. Bottom of the card should have amd in small logo but has to be red.
 
nenforcer

nenforcer

Golden Member
Aug 26, 2008
1,774
14
81
There are already so many ATI Radeon stickers on Nintendo Gamecube and I think even the Wii this sounds like a bad move.
 
brybir

brybir

Senior member
Jun 18, 2009
241
0
0
tincart said:
Lose the value of the ATi brand and dilute the value of the AMD brand. Bad idea.

Fusion products can certainly be branded solely as AMD but putting out any discrete graphics products without ATi on them would be a very poor idea.
Click to expand...



As I said before, this does not really dilute the AMD brand. And I think its questionable at best how much value the ATI brand has at this point in time. The enthusiast market knows who makes ATI Radeon branded products, and the larger consumer market likely does not care as long as Dell tells them its "good for gaming" or whatever else they say on their sites.

This will help AMD focus its marketing materials and strategies. They can have a uniform message across all of their products and try to make the AMD name more commonplace among consumers and businesses. AMD needs mindshare to compete with the large presence Intel has, and to do that it needs a simple and consistent brand, image and message. This is especially true as we move forward and AMD's message is shifting to emphasize the need for a respectable GPU paired with a respectable CPU to truly enjoy "next generation content". Its probably smart on their part to emphasize their strenght in GPU's to offset their relative weakness in CPU technology relative to Intel.
 
Patrick Wolf

Patrick Wolf

Platinum Member
Jan 5, 2005
2,443
0
0
Well if the GPU division is still a seperate entity from the CPU division they should keep the ATI brand. Though a lot of people erroneously refer to ATI as AMD anyway so if would certainly simplify things. The logo would have to be red though.
 
L

Lonyo

Lifer
Aug 10, 2002
21,938
6
81
Patrick Wolf said:
Well if the GPU division is still a seperate entity from the CPU division they should keep the ATI brand. Though a lot of people erroneously refer to ATI as AMD anyway so if would certainly simplify things. The logo would have to be red though.
Click to expand...

Easy.
Old
news_pr-amd-fusion-01a_full.png


New
AMDRed.png
 
Keysplayr

Keysplayr

Elite Member
Jan 16, 2003
21,211
50
91
Or something like this?

AMDlogo.jpg


:D

Don't be mad guys. Just some comic relief!! :D

And I do think AMD should not get rid of the ATI brand.
 
Wreckage

Wreckage

Banned
Jul 1, 2005
5,529
0
0
I notice a lot of review sites, myself, people who post on forums, etc. bounce back and forth between saying AMD and ATI when referring to their video cards.

I fully expect them to keep using the Radeon brand though. ATI was the company and Radeon was the brand. Technically ATI ceased to exist 4 years ago.

Hopefully they don't pick some new horrible name like Phenom or Sempron.

The new AMD Peon!
 
You must log in or register to reply here.

TRENDING THREADS

COMPANY
RESOURCES
FOLLOW
Top Bottom