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#1
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AMD kills off ATI brandname, finally
Goodbye ATI - AMD now the big name in graphics cards - News - PC Authority
"Way back in 2006 AMD shocked the technology world by acquiring Canadian graphics company Array Technologies Inc (ATI). Since that time ATI's Radeon graphics cards have become one of AMD's major strengths, thanks largely to the company's CPUs slipping behind Intel's in the performance stakes. Since the acquisition AMD has continued to use the ATI brand for its Radeon graphics cards. That changes today, as AMD announces that the next generation of graphics from the company will not use the ATI branding. Instead the cards will be labelled AMD Radeon. Despite the name change the logos will be remarkably similar to that used currently. They will still bear ATI's trademark red colouring but the ATI has been replaced by AMD." http://www.pcauthority.com.au/News/2...ics-cards.aspx |
#2
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AMD kills off ATI brandname, finally
In article , Yousuf Khan wrote: Goodbye ATI - AMD now the big name in graphics cards - News - PC Authority "Way back in 2006 AMD shocked the technology world by acquiring Canadian graphics company Array Technologies Inc (ATI). Since that time ATI's Radeon graphics cards have become one of AMD's major strengths, thanks largely to the company's CPUs slipping behind Intel's in the performance stakes. Since the acquisition AMD has continued to use the ATI brand for its Radeon graphics cards. That changes today, as AMD announces that the next generation of graphics from the company will not use the ATI branding. Instead the cards will be labelled AMD Radeon. Despite the name change the logos will be remarkably similar to that used currently. They will still bear ATI's trademark red colouring but the ATI has been replaced by AMD." http://www.pcauthority.com.au/News/2...ics-cards.aspx For those who remember, it's somewhat miraculous that ATI survived the video code affectionately known as the "VGA Blunder". |
#3
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AMD kills off ATI brandname, finally
Yousuf Khan wrote:
AMD announces that the next generation of graphics from the company will not use the ATI branding. I don't know why these major brands are being killed like this. ATI has incredible marketing value. It takes years and lots of $$$ to build a recognizable brand name like this, and to kill it off is just stupid. They could have continued to market AMD video chips and boards under it's own name AND ATI simultaneously and have the potential to multiply your exposure to purchasers and end-users by having multiple brands. This was done by the auto industry during the 1960's until the mid-2000's. Delta did the same thing recently when it killed the Northwest brand when the two airlines merged. Oracle is doing the same with Sun (by the way, where is Java for the iPhone and Touch?) |
#4
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AMD kills off ATI brandname, finally
In comp.sys.ibm.pc.hardware.chips Intel Guy wrote in part:
I don't know why these major brands are being killed like this. How else to destroy value? ATI has incredible marketing value. It takes years and lots of $$$ to build a recognizable brand name like this, and to kill it off is just stupid. They could have continued to market AMD video chips and boards under it's own name AND ATI simultaneously and have the potential to multiply your exposure to purchasers and end-users by having multiple brands. This was done by the auto industry during the 1960's until the mid-2000's. Delta did the same thing recently when it killed the Northwest brand when the two airlines merged. Oracle is doing the same with Sun (by the way, where is Java for the iPhone and Touch?) Dinosaur-brains kill brands to show the stock anal ysts they are "vigorously persuing synergies" (ie cutting costs irrespective of profit). The real reason is territorial dominence. Can't leave the vanquished unbowed. -- Robert |
#5
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AMD kills off ATI brandname, finally
Hate the new logos. Don't want that sticker on my case.
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#6
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AMD kills off ATI brandname, finally
On 30/08/2010 10:44 AM, Intel Guy wrote:
Yousuf Khan wrote: AMD announces that the next generation of graphics from the company will not use the ATI branding. I don't know why these major brands are being killed like this. ATI has incredible marketing value. It takes years and lots of $$$ to build a recognizable brand name like this, and to kill it off is just stupid. Well, waiting 4 years to do it is not exactly a rash decision. I guess their marketing surveys showed that the AMD brand name was improved when being associated with the video cards. And the video card brand recognition also went up when associated with the AMD name. Both brands helped each other. However, the ATI name was no longer needed in the middle, they could go straight from AMD to Radeon without needing to also say ATI. Also there was talk that the reason that AMD didn't kill the ATI name way back when it first purchased ATI was because they didn't want any conflict with Intel when marketing video cards. Because as soon as Intel sees the name "AMD", it acts like a bull seeing a red cape, everything with that name is a target. For example, when AMD had a flash memory division, now Spansion, Intel targeted it mercilessly with flash price wars; once AMD spun it off, Intel lost all interest in flash too and sold its division off to Micron. Now that Intel has had its horns chopped off, AMD is feeling freer to go ahead and do more things under its own name. They could have continued to market AMD video chips and boards under it's own name AND ATI simultaneously and have the potential to multiply your exposure to purchasers and end-users by having multiple brands. This was done by the auto industry during the 1960's until the mid-2000's. You mean like GM with all of its brand names that have had to be hatcheted down? Goodbye Oldsmobile, so long Pontiac, never knew ya Saturn, and good riddance Hummer. Or Chrysler and its Plymouth brand, and Ford and its Mercury brand. Delta did the same thing recently when it killed the Northwest brand when the two airlines merged. Oracle is doing the same with Sun (by the way, where is Java for the iPhone and Touch?) Oracle just sued Google for putting Java into Android, BTW. Yousuf Khan |
#7
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AMD kills off ATI brandname, finally
Intel Guy wrote:
Yousuf Khan wrote: AMD announces that the next generation of graphics from the company will not use the ATI branding. I don't know why these major brands are being killed like this. ATI has incredible marketing value. It takes years and lots of $$$ to build a recognizable brand name like this, and to kill it off is just stupid. That's not clear. I certainly don't see any benefit to dropping a well known brand name, and I can't say that it improves my perception of either the company or the product. Generally when a known brand is killed it's because the new owner wants to walk away from the practices associated with that brand. In the case of Oracle and Sun, killing the Sun brand makes it clear that the vale of good will has changed. In the case of ATI, for years I leaned toward them over Nvidia because I had fewer problems with the product. You know, those case where something odd happens but you can't really reproduce it to submit it as a bug? Too bad. |
#8
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AMD kills off ATI brandname, finally
On 08/09/2010 11:59 PM, Bill Davidsen wrote:
That's not clear. I certainly don't see any benefit to dropping a well known brand name, and I can't say that it improves my perception of either the company or the product. Generally when a known brand is killed it's because the new owner wants to walk away from the practices associated with that brand. In the case of Oracle and Sun, killing the Sun brand makes it clear that the vale of good will has changed. In the case of ATI, for years I leaned toward them over Nvidia because I had fewer problems with the product. You know, those case where something odd happens but you can't really reproduce it to submit it as a bug? Difference is that Oracle is killing off the Sun brandname right away, whereas AMD kept it around for 4 years largely intact and even nurturing it. It doesn't sound like AMD is trying to walk away from the ATI name, whereas Oracle is definitely trying to walk away from the Sun name. Yousuf Khan |
#9
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AMD kills off ATI brandname, finally
On Sep 9, 7:56*pm, Yousuf Khan wrote:
Difference is that Oracle is killing off the Sun brandname right away, whereas AMD kept it around for 4 years largely intact and even nurturing it. It doesn't sound like AMD is trying to walk away from the ATI name, whereas Oracle is definitely trying to walk away from the Sun name. The only reason Sun hasn't been renamed "Larry Elllison" is because Oracle is a well-known pseudonym for Larry Ellison. The only time you can engage in this kind of chatter and not sound silly is when either you are being paid hundreds of dollars an hour as a marketing consultant or to do so or you are writing a PhD thesis at a business school with the aim of making even more money writing and lecturing on similar topics. Robert. |
#10
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AMD kills off ATI brandname, finally
Yousuf Khan wrote:
On 08/09/2010 11:59 PM, Bill Davidsen wrote: That's not clear. I certainly don't see any benefit to dropping a well known brand name, and I can't say that it improves my perception of either the company or the product. Generally when a known brand is killed it's because the new owner wants to walk away from the practices associated with that brand. In the case of Oracle and Sun, killing the Sun brand makes it clear that the vale of good will has changed. In the case of ATI, for years I leaned toward them over Nvidia because I had fewer problems with the product. You know, those case where something odd happens but you can't really reproduce it to submit it as a bug? Difference is that Oracle is killing off the Sun brandname right away, whereas AMD kept it around for 4 years largely intact and even nurturing it. It doesn't sound like AMD is trying to walk away from the ATI name, whereas Oracle is definitely trying to walk away from the Sun name. I think they are, not to disavow it, but in hopes that there will be a single AMD brand in the public perception, perhaps. As I noted, I disavow understanding of how this could help AMD, that doesn't make it wrong, but I agree with the original post to which I replied, it's not clear how this can help. Having ATI as a separate brand allows it to be sold off the next time they re-invent themselves. :-( |
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