News - AMD justifies decision to drop ATI brand

[HEXUS]

Corporate VP responds to criticism from media and fans

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[Sputnik]

I cannot see how it will make much difference to fans of AMD and ATI. So it is the same products with a different brand name.

[Percy1983]

Personally I don't care, in general more recently I have been an ATI fan as they offered the best value, if the next AMD card holds a similar position I will be a fan of AMD cards... simples...

[redddraggon]

I always buy the "best" at whatever budget I have, I've have all sorts over the years.

[danroyle]

i think i understand why they see the amd name as a stronger brand.

Skoda or VW anyone.

[Defiant]

Still disagree with removing ATI, still think it’s a better brand than AMD.
Also the average punt doesn’t read your site, post on your forums or give two hoots what Nvidia or ATI is cause they are blind, don’t care or uninterested. All I can hope is that ATI staff work there long and don’t let AMDs processor staff at the GPU's.

GPU market fells like its stagnant again, Intel no where to be found, Nvidia making greenhouse heater cards and ATI now in the hands of AMD. Anyway I digress.

RIP ATI

[dangel]

It's a name change, really who cares?

Happens all the time (actually we're about to change our company name - again) but makes very little difference to people out there. It makes sense in some ways anyway because of things like fusion, GPU based computing etc all meaning the line between the two internally must be pretty darn thin anyway.

[tickedon]

GPU market fells like its stagnant again, Intel no where to be found, Nvidia making greenhouse heater cards and ATI now in the hands of AMD. Anyway I digress.

RIP ATI

AMD bought ATI way back in 2006. It's not "now" in the hands of AMD - it's been there for quite a while, and, they merged staff working on GPU's and CPU's into the same division some time ago as well.

Personally, I'm fine with dropping the ATI name (although I did like it), but it would have been nice if AMD had adopted the ATI red colour for their logo and dropped green (it'd match their vision stickers and graphics stickers which are all red too!) - as then we'd have blue team (Intel), green team (nvidia) and red team (AMD) - rather than green vs green for graphics now. It's a small minor point, but, something that would be nice nevertheless I think!

[Lateknight]

i think i understand why they see the amd name as a stronger brand.

Skoda or VW anyone.

Really..?
In your analogy I see the ATI brand as being more Volkswagen in the graphics card market.
Amd being the Skoda of the processor world (no blight on Skoda - as we are talking about perceived brand images here, something companies spend millions on.)

Any hoo doesn't matter a jot to me as I will always buy the best for the money.

[danroyle]

Really..?
In your analogy I see the ATI brand as being more Volkswagen in the graphics card market.
Amd being the Skoda of the processor world (no blight on Skoda - as we are talking about perceived brand images here, something companies spend millions on.)

Any hoo doesn't matter a jot to me as I will always buy the best for the money.

I think you mistake my point. skoda volkswagon are the same doesn't matter what the name is its exactloy the same under the hood>

[jim]

I have to admit, I feel a sense of warmth from ATI that I don't get from AMD.

I think it's because the graphics race is so emotive and polarised, and I can't help but like ATI given nVidia's arrogance over the last couple of years. The CPU market, by comparison, is much more bland. They just release new processors, one of them is slightly faster, the other is slightly cheaper, continue process ad nauseum.

Needless to say though, I'm firmly in the "it's only a name" camp.

[Sputnik]

Maybe it is because ATI have always had good strong products but, AMD have always been classed as Intels underdog? (apart from AMD being the first to produce a 1Ghz CPU IIRC)

I think for anyone that is bothered about what is inside their PC, They will know that AMD and ATI are one and the same company.

For anyone else who has no interest - They don't need to know anyway.

They had already rebranded the Chipsets as AMD so I suppose it makes logical sense to change it all to AMD.

I have to admit I was one of those who was sceptical about buying a motherboard with a chipset made by a graphics card company.

[The Hand]

Personally, I'm fine with dropping the ATI name (although I did like it), but it would have been nice if AMD had adopted the ATI red colour for their logo and dropped green (it'd match their vision stickers and graphics stickers which are all red too!) - as then we'd have blue team (Intel), green team (nvidia) and red team (AMD) - rather than green vs green for graphics now. It's a small minor point, but, something that would be nice nevertheless I think!

I agree wholeheartedly , AMD should go RED for their branding/logo. It would definitely give AMD a stronger brand identity for all reasons you stated above! It also would be a nod of recognition to their ATI graphical roots/assimilation. Maybe we should get a petition going and contact AMD!

[kalniel]

I agree wholeheartedly , AMD should go RED for their branding/logo. It would be definitely give AMD a stronger brand identity for all reasons you stated above! It also would be a nod of recognition to their ATI graphical roots/assimilation. Maybe we should get a petition going and contact AMD!

Yup, it would definitely go well with their energy efficient, cool and eco-friendly aspirations!

[ddg4005]

I think ATI is a stronger name than AMD. They should retire that name and keep ATI.

[Kumagoro]

Who does this actually matter too excpet mental fan boys? anyone interested in computers
knows AMD is ATI and those that dont, well its already been said.

Calling it AMD helps build the AMD brand which makes sense long term.