Full article at:Just as Advanced Micro Devices (NYSE: AMD) gets ready to reap the true fruits of its largest acquisition ever, the company is doing away with a few side effects of that deal.
The ATI brand name will soon be nothing but a memory. A $5.4 billion buyout has resulted in the revolutionary Fusion platform, which is expected to propel AMD into steady profits and technological leadership from 2011 onward. But the ATI brand itself has played its part and now only serves to dilute AMD's central brand, according to the company's own market research.
This move is but a small part in a larger overhaul of AMD's branding strategy. The current plethora of confusing product names will be boiled down significantly over the coming months: You won't need to keep track of what makes a Phenom II processor better or worse than an Athlon II or Turion, for example. Instead the company will offer "Vision" categories that summarize the processing power of AMD machines. This goes one step further than Intel (Nasdaq: INTC) and its Core i3, i5, i7 strategy: one brand to rule them all, at least for a while.
:source: Source: The Motley Fool