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still bear ATI's trademark red colouring but the ATI has been replaced
by AMD."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

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still bear ATI's trademark red colouring but the ATI has been replaced
by AMD."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".

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?)

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

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

In article , Yousuf Khan wrote:
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.


You can thank that ****er obama buying up GM for losing those brand names.



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

(GMAN) writes:

In article , Yousuf Khan wrote:
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.


You can thank that ****er obama buying up GM for losing those brand names.

No, you can thank GM for turning Pontiac into a brand that meant
"plastic body crap" and for ever creating a Hummer brand other than the
civilianized HUMVEE. And Olds and Plymouth were gone long before Obama
was president.

I've got very little good to say about the marionette in chief, but I
prefer to blame him for things he's guilty of. There's plenty of that
without trying to pin GM and Chrysler's brand mistakes on him.
--
As we enjoy great advantages from the inventions of others, we should
be glad of an opportunity to serve others by any invention of ours;
and this we should do freely and generously. (Benjamin Franklin)

On Tue, 14 Sep 2010 21:39:40 -0600 Joe Pfeiffer
wrote in Message id: :

No, you can thank GM for turning Pontiac into a brand that meant
"plastic body crap"

And boy did they blow it on the return of the GTO. Think of what it could
have been had they made it more retro like the Mustang and Challenger.

On 10-09-14 06:28 PM, GMAN wrote:
You can thank that ****er obama buying up GM for losing those brand names.

If anything, he saved GM from total collapse. However, I doubt that he
had anything to do with getting them to get rid of redundant brands.
GM's internal management probably came up with that themselves, as they
had to get rid of excess dealers.

They already had experience in getting rid of brands from the Oldsmobile
days.

Yousuf Khan

On Mon, 30 Aug 2010 16:03:41 -0400, Yousuf Khan
wrote:

snip

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.

What happened to Mercury? It was there this morning.

http://www.mercuryvehicles.com/