News: ATI brand to be no more

It’s a sad day for fans of the ATI brand. Holding company AMD has officially announced that it will be doing away with the ‘ATI Radeon’ branding that has become closely associated with the company’s graphics cards and chipsets in favour of a more inclusive AMD branding strategy.

This may be part of an effort to rectify any confusion behind the company’s marketing strategy before it releases its ‘Fusion’ dual CPU-GPU offerings later this year. This combination could serve to confuse consumers who are only familiar with the AMD or ATI Radeon sides of the manufacturer’s branding philosophy.

AMD acquired Canadian based ATI Technologies in 2006 to work on its graphical processing units and motherboard chipsets, renaming the company AMD Graphics Product Group. The company was founded in 1985 and has been responsible for some of AMD’s most successful graphics units.

In this respect it is somewhat sad that the ATI name is being retired after 25 years of use. Nonetheless we strongly believe that AMD’s new direction with regards to its marketing strategy will make things far more cut and dry for the average consumer.

ATI brand to be no more

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