Is AMD Resurrecting the ATI Brand?

Lets hope. However they took the "Survey" of the ATI name relevance was completely invalid since almost nobody has come up to say "I was asked by AMD about it". I know carrying 2 names may be a burden to a company. But AMD and Graphics just doesn't flow like ATI. AMD = CPU. ATI = GPU.

why don't you wait till the brand is dead before asking that questing? last I checked there's still a crap load of ati products on the market.

Why should AMD keep ATI? I think it's analagous as to why does GM keep Chevrolet? Some people would be perfectly fine with driving a GM Corvette or a GM CTS, but others value the brand recognition for whatever reason.

When first annouced most jumped in saying it was a good move, and I think it would've been a great move if ATI didn't have such brand equity in the eyes of the consumer. The naming wouldn't sway me one way or the other, but maybe someone who hasn't bought a card in 5 years just might be affected.

That's pretty funny. I didn't even notice the ATI was missing on some cards and was still referring to them as "ATI Radeon" to people I talked to. I got to start paying more attention Well, not that it matters anymore if they are switching it back. And yes, I do own an ATI graphics card.

I think its dumb to keep ATI branding. There is only 2 companies its not that hard to figure out!

Although when you look at their fusion chips and mainboards that contain bot AMD and ATI products, it is a bit stupid. Do you have an AMD cpu/gpu or an ATI GPU/CPU chip???. The companies are as one and there should be one name.

Agreed, although Chevrolet is way better known than ATI, and getting rid of it would be detrimental. However, in AMD's case, it makes far more sense to continue with just the one brand as ATI has little recognition outside of the enthusiast/technology realm. By getting rid of ATI, there's only one advertising channel, and makes it easier for AMD to promote their products, and makes it easier for Joe Average at Best Buy to make a decision on a new PC.

AMD = CPU
ATI = GPU
simple
keep it simple.

but when the gpu and cpu are on the same chip, its not so simple. Radeon is the GPU name, weather its AMD or ATI.

The same reason why Sprite is still Sprite even though they are owned by Coke or MT Dew is still MT Dew though owned by Pepsi.

Their names have the recognition that sells. Ford owns Mazda yet its not a Ford 6 or Ford RX8. Name means a lot to the consumers. Now to us, meh. I do prefer the ATI name over AMD though as I have grown used to it but it wont change a thing so long as the GPUs are decent. But to the consumer it may.

The ATI name is what pushed nVidia and I think removing it may hurt it a bit. Of course people know AMD a bit more but they know them for CPUs and not GPUs.

But I guess we shall see.

Hopefully this is true. It would make it easier for AMD to sell off the "ATI" division and return to profitability. I'm sure the shareholders who didn't already jump ship are tired of paying the price for Ruiz' mistakes.

AMD is RETARDED for even considering dropping the ATI name in my opinion. But hey, I'm just one guy who's been playing with, building, and enjoying computers since the 90's.

They should change the name to SouthernShark and pay me a ton of $$$$

I would like it if they brought back the ATI name just because its a habbit to say/type it, but it makes really no difference to me AMD/ATI, its just a name.

Now if the are going to start re-branding cards now that may anger me a bit. The already screwed-up 6000 series names is bad enuff, but re-branding is really going to far.

Two of the best selling HD6000 gpu's are the sapphire models who comes with a truckload of AMD logos. People complain? people stop buying them? No.

Maybe we'are talking with extreme Ati fanboys. Now it's AMD, what's the problem? The gpu division delivers every year and minimize the competion.

Wait, the ATI brand was dead?

I hope they bring it back. I still remember my first graphics card...oh my trusty Radeon 9600...lol.

To me, the graphics products are "AMD-ATI" or "AMD/ATI" right now, the ATI company isn't the same company and the philosophy behind building them isn't the same (not saying bad necessarily, just different), so I don't think of them as "ATI" cards. Because of that, I'd rather they dropped the "ATI", it would simplify things for me. I have no problem saying "AMD Radeon", it sounds perfectly natural to my ears.

No big deal though.

Personally i like to think of nvidia as evil geniuses plotting ways into making more profits even if they don't have the best product.

While AMD or wait ATI
No Radeon graphcs
Wait ATI radeon??? *** i'm confused

http://imgur.com/AhFRX.jpg
Either way they need to hammer about their brand lol besides the long standing people who probably just still call it ATI this is just going to cause confusion.

Catalyst 11.1 will be a total change for the interface, it's donde from zero instead of patched catalyst with many years on it's back.

AMD = CPU
Radeon = GPU
Works for me.

I knew the switched from ATI to AMD but I still call them ATI because it makes more sense saying "ATI >>> Nvdia" than "AMD >>> Nvidia"

I still refer to the Radeon series as ATI... force of habit, its been ATI vs nVidia for years why change it?

and as many others have mentioned, when you hear AMD you don't think of graphics, but rather CPU's.

No. Those are completely different things. You're comparing product names to company names. ATI is a company name. Mountain Dew is a product name. There wasn't a company called Mountain Dew that Pepsi bought out.

Regardless, I still refer to AMD cards as ATI, because...that's what they are. Just because another company rebranded their name on the product doesn't make me stop calling it's original namesake.

Companies buy other companies all the time, and while most of us don't know it, tons of products should actually be labeled by another name. Who really cares?

Also, Ford doesn't own Mazda. They own a substantial part of their shares and work in cooperation in R&D with each other. It's more-less a partnership and not an ownership.

This was likely an accident on AMD's part. ATI is probably dead for good.

everything ford touches turns to crap

For me, it's enough to know what's under the hood. And that's a Radeon. On the other hand, ATi, as a company is part of history now. Why would one try resurrecting it for the names' sake eludes me...

It's important not to confuse companies with their products, which in Radeon's case have carried on under AMD's brand.

I think some of the confusion is due to the fact that we've been hoping for "Fusion" to start materializing a lot sooner. That would have probably brought AMD more recognition as a graphics landmark.

why would they want to change ati? don't change what is working, don't fix what isn't broken. I would rather hear a bout ati cpus than amd gpus.

ATI is part of history just like 3dfx. So in a way its painful to see them go. But at-least they didn't share the same fate as 3dfx and come crashing down instead they were simply bought out by AMD.

I was very worried when AMD bought them out and rightfully so. For those who recall AMD wasn't doing too hot at that time in fact after purchasing ATI the worth of AMD soon dropped below what they bought ATI for. It's sort of strange to think that a realistic alternative history could have had a buy-out rejection from ATI and AMD would have still done terribly perhaps even worse and could have ended up being purchased by ATI in a strange twist of fate.

I believe that AMD's buyout of ATI is what saved them in the end.
This wasn't likely foreseen or part of any plan by AMD they just got lucky... damn lucky... But it just goes to show that ATI was the more secure of the two companies.

I think they should keep it. Just like cars, you have a company, a brand and a model. Company ATI, Brand, Radeon, Model 6000. Simple.