AMD kills off the ATI brand name

It wasn’t too long ago that AMD dropped a boat load of cash and stock to purchase ATI in one of the largest mergers in recent times. The $5.4 billion dollar investment, fortunately for AMD, has been paying dividends for the company who recently fell on hard times. 

But word has come out today that AMD is going to kill off the ATI brand name in favor of using the AMD name. According to Anandtech.com, the company cites internal research (although they didn’t dish out all the details) for the reasoning, but basically surmises that the AMD brand name is stronger and better recognized than its ATI counterpart. Also, the subcategory brands of Radeon and Fire Pro have solid consumer awareness without the ATI name being attached to them.  

The graphics card industry is a fierce fanboy fight between Nvidia and ATI (now AMD), and the good fight will continue. AMD’s market research has shown that people were more likely to favor a product made by AMD than that of ATI. So, those screaming that AMD is throwing in the towel and rebranding because of market share loss have little ground to stand on. 

Image Credit: Anandtech.com
 

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So long ATI I used to use your cards until they started being manufactured by AMD, and of course the GPU fan seized card overheated, so I switched to Nvidia and never looked back.

Nooooooo! That's so wrong! I mean, i could see if they were losing money under the ATI brand name, but thats not what the article implies at all... IMO, they just want to take credit for years of ATI innovation by burying the name. I mean, anyone who's not knowledgeable of tech history would pick up a new computer with an "AMD" graphics chip and say "wow AMD makes good graphics cards!".... It's almost like false advertising. I understand they own the rights, but even today, we're still paying the majority of the price of the graphics cards towards ATI innovation..... How much of AMDs innovation is really in the newer chips? Any at all? I honestly don't know, but I mean, I think it would be cool to keep the name out of respect from where it came from.

That would be like Burger King buying McDonalds, rebranding it to BK, but still serving McDonalds food. It's just stupid and disrespectful. Legal, sure, but stupid. ESPECIALLY with a brand that, at least at one time, was widely accepted as the producer of the best graphics sets the computer gaming world had ever seen.

Reverend Spam said,
Nooooooo! That's so wrong! I mean, i could see if they were losing money under the ATI brand name, but thats not what the article implies at all... IMO, they just want to take credit for years of ATI innovation by burying the name. I mean, anyone who's not knowledgeable of tech history would pick up a new computer with an "AMD" graphics chip and say "wow AMD makes good graphics cards!".... It's almost like false advertising. I understand they own the rights, but even today, we're still paying the majority of the price of the graphics cards towards ATI innovation..... How much of AMDs innovation is really in the newer chips? Any at all? I honestly don't know, but I mean, I think it would be cool to keep the name out of respect from where it came from.

That would be like Burger King buying McDonalds, rebranding it to BK, but still serving McDonalds food. It's just stupid and disrespectful. Legal, sure, but stupid. ESPECIALLY with a brand that, at least at one time, was widely accepted as the producer of the best graphics sets the computer gaming world had ever seen.

i pretty much agree. they should have kept the ATI name since ATI has been thoroughly established in the graphics card market for a while now as a lot of people know the name with the whole 'ati vs nvidia' and 'amd vs intel' thing.

ThaCrip said,

... ATI has been thoroughly established in the graphics card market for a while now as a lot of people know the name with the whole 'ati vs nvidia' and 'amd vs intel' thing.

Uh, anyone who knows anything about graphics or keeps up with graphics cards would know this or learn very quickly. This is a non-issue.

AMD may be well known in geek circles but outside of that sphere ATI has a much higher recognition with the average punter, the sort of buyers that keep these companies in moola.

I think this is a brilliant move. This will help distance themselves from the horrible driver issues ATi brought WITH them to AMD (not after), and it will also help lift AMD's popularity. Hopefully enough to kick their behinds into gear so they can reclaim the CPU crown through innovation again. I miss being an AMD fanboy Granted, I love Intel's lineup currently and in the future.

You guys must be kidding. I had our institution replace Nvidia discrete graphic options with AMD based ones. We have had a lot fewer issues with AMD 5xxx series cards than Nvidia 9xxx cards.

Keep in mind -- we still use Intel for CPU.

neufuse said,
oh geez, this will only confuse non-tech people "I want an AMD Intel system"..... uh what?

Hahhahahaha. True, I would like to hear that nonsense and make my black humor laugh in the inside.

I feel this will be the same when Microsoft renamed msn messenger into windows live messenger.Most people still and will continue to call it msn.

kInG aLeXo said,
I feel this will be the same when Microsoft renamed msn messenger into windows live messenger.Most people still and will continue to call it msn.

hmm I alwazs calle it windows Messanger>LOL

Meh, it looks like Comcast is moving to "Xfinity", so why not Graphics by AMD rather than ATI. You've been passed along to the AMD site anyway while searching for ATI drivers for awhile now, this just finally clears the ambiguity. So long ATI, I never liked you anyway as I'm an Nvidia guy

Now I can frame my video card when I buy a new one and but underneath "The Last "ATI" AMD Video Card". I must say though I have always preferred the name ATI over AMD but the move it's making is kind of odd since Nvidia is a video card company and AMD is a CPU company which separated it self with the name ATI for it's video cards. As long as they keep Radeon, FirePro, etc like Anaron said I will be happy as well.

In my opinion the AMD name has always stood for inferior products. It's been years since their CPU's have been faster than Intel's clock-for-clock. Bringing that brand name over to the video cards isn't something I want to see.

not so much of a suprrise considering i was searching for an ati fb page to see if there was nvidia fanboys posting on it like ati fanboys post on the various nvidia pages, and found that ati was included under the amd fanpage, with fewer posts ddedicated to ati products than a ****ty ati AIB partner like HIS(of which most of hte fan posts are asking where to get tech/warranty support for their cards and luckily being redirected to pages that aren't linked on the webpage through any menu).
most people who know anything about graphics cards know ati or nvidia. no one says "radeon" just like no one says "geforce".

on the other hand some people have been confused wether to call them ati or amd for a while now, and it doesn't help that you need to go to the amd forums for ati support, not simply google ati forums.
overall amd/ati's branding has been a mess for a while now, and at least this might be amove to change the confusion involved for the less savvy customers out there. then again those people probably get confused with AIB partners being involved, but who knows for sure right?

Anaron said,
It was inevitable. I'll be happy as long as they keep the sub-brands (Radeon, FirePro, etc).

yep, the sub-brands are more important.

Macromedia was bought by Adobe, and those products are doing just fine. Software isn't the same as hardware, obviously, but you get the point.

hotdog963al said,
I'm still going to be calling them ATI cards for a whiiile yet.

Agreed. because ATI is still on the box of many and most of us users here always affiliate the word 'radeon' with ATI.

p.s. in fact, i recently got a Radeon HD 5670 512MB card (to replace my dated 7900GT which killed my gaming performance) which was the first ATI card i ever owned as i been with Nvidia up until recently since back to the 3DFX days the last time i owned a non-nvidia graphics card.

but basically surmises that the AMD brand name is stronger and better recognized than its ATI counterpart
False. In the graphics card market, AMD means nothing. Everyone knows ATI. It's always been ATI vs nVidia.
Also, the subcategory brands of Radeon and Fire Pro have solid consumer awareness without the ATI name being attached to them.
True.

TCLN Ryster said,
False. In the graphics card market, AMD means nothing. Everyone knows ATI. It's always been ATI vs nVidia.
True.

nono, not always, once there was ATI vs Nvidia vs 3DFX (man I miss 3dfx <3 )

morphen said,

nono, not always, once there was ATI vs Nvidia vs 3DFX (man I miss 3dfx <3 )


Yes, with their 16-bit graphics... refused to go to 24-bit when nVidia did and paid the price

Ah, nVidiots always come out of the woodwork on that generally insignificant feature (at the time). Like when one nVidiot tried to prove to me how much better Homeworld looked with it, yet after closer inspection I revealed he wasn't even running it 3D accelerated...

TCLN Ryster said,

Yes, with their 16-bit graphics... refused to go to 24-bit when nVidia did and paid the price

Not just when nV did - even ATI had gone that way. Worse for 3dfx, proprietary-to-one-company APIs (GLide in the case of 3dfx) were being killed by interest in Direct3D. (Never mind that the Voodoo2, and even original Voodoo Graphics, were actually decent D3D accelerators - only having to put a single graphics card in a PC was a relief to gamers. I had been tag-teaming ATI's 3D Rage Family with a Voodoo Graphics card (first the original, then the Rage II+) before buying my first (of several) All-In-Wonder series cards in 1997. However, I wouldn't break up the tag-team for another year, as even the various AIWs would be tag-teamed with first that original 3dfx card, then the later Voodoo II (in the person of the Diamond Monster 3D II Rev. E) for another two years (it took until 1999, and the simultaneous launch of the All-In-Wonder Radeon and Windows 98 Second Edition, for the E to finally retire)

treemonster said,
never heard of firepro before. even the quaddro brand name has a stronger presence in the discrete graphics market.

Me neither.

Makes sense to me, I've always felt that this is how things would end up. Considering that in the future APU/SoC solutions will likely replace the GPU.

Athernar said,
Makes sense to me, I've always felt that this is how things would end up. Considering that in the future APU/SoC solutions will likely replace the GPU.

I agree. This day was inevitable since they were bought up for the purpose of consolidating them. Especially since AMD is the "small guy" in this business compared to Intel. They want to use their brand wherever possible.

And NVIDIA is forever tarnished by the bad 8000 serious of cards that overheated, add to that it was a known problem and then on top of that they have been accused of releasing newly named GPU's that were just rebranded chips that added nothing.

A drive issue can be fixed, and flawed GPU cant, unless its replaced.

rrode74 said,
And NVIDIA is forever tarnished by the bad 8000 serious of cards that overheated, add to that it was a known problem and then on top of that they have been accused of releasing newly named GPU's that were just rebranded chips that added nothing.
The "bad" 8000 series? I don't recall any issues with the original series - the fact they didn't move away from it seems to be the issue (continually upping and re-releasing the same series).

rrode74 said,
And NVIDIA is forever tarnished by the bad 8000 serious of cards that overheated, add to that it was a known problem and then on top of that they have been accused of releasing newly named GPU's that were just rebranded chips that added nothing.

A drive issue can be fixed, and flawed GPU cant, unless its replaced.


My 8800GT has been great for me! I love the thing!

rrode74 said,
And NVIDIA is forever tarnished by the bad 8000 serious of cards that overheated, add to that it was a known problem and then on top of that they have been accused of releasing newly named GPU's that were just rebranded chips that added nothing.

A drive issue can be fixed, and flawed GPU cant, unless its replaced.

i've only heard of this from apple users, which is strange i think. considering the market adoption of the 8000 series, and the fact that in the wild usage is still quite strong according to the steam hardware survey.

my8800 gts 512 was beastly and ran just fine with slight mod to the fan speed until it was auto fixed after a year(seemingly).

the g80 and g92 were great chips that had a long life and were hard to beat in every way.

rrode74 said,
And NVIDIA is forever tarnished by the bad 8000 serious of cards that overheated, add to that it was a known problem and then on top of that they have been accused of releasing newly named GPU's that were just rebranded chips that added nothing.

A drive issue can be fixed, and flawed GPU cant, unless its replaced.


If you get out, take a deep breath and look at some stores and talk to others than geeks who spend long hours on tech sites, then no, NVIDIA is not a forever tarnished brand. This is a hardcore gamer loyality issue after having some driver issues, not a real-world issue.

Kirkburn said,
The "bad" 8000 series? I don't recall any issues with the original series - the fact they didn't move away from it seems to be the issue (continually upping and re-releasing the same series).
I think he means the laptop 8000 cards that were overheating not the desktop line.

rrode74 said,
And NVIDIA is forever tarnished by the bad 8000 serious of cards that overheated, add to that it was a known problem and then on top of that they have been accused of releasing newly named GPU's that were just rebranded chips that added nothing.

A drive issue can be fixed, and flawed GPU cant, unless its replaced.


nvidia tarnished? haha check the market share buddy, nvidia 59.11%

[quote=rrode74 said,]And NVIDIA is forever tarnished by the bad 8000 serious of cards that overheated, add to that it was a known problem and then on top of that they have been accused of releasing newly named GPU's that were just rebranded chips that added nothing.

A drive issue can be fixed, and flawed GPU cant, unless its replaced.[/quot

I bought a HP dv9000 series laptop with a Nvidia graphics chip the over heats and delaminates after about a year. Mine lasted 1 and 1/2 years and crapped out. I will never buy a Nvidia graphics card or a laptop with nvidia graphics again and HP is in the same boat.

Edited by clwright5, Aug 31 2010, 1:14am : Added information about the my HP lapptop that failed

Makes sense, the ATI name is forever tarnished by the driver issues they had 2 years ago, that had made many never look back at them again..
Though that being said their current drivers aren't anything to be proud of either.

Ryoken said,
Makes sense, the ATI name is forever tarnished by the driver issues they had 2 years ago, that had made many never look back at them again..
Though that being said their current drivers aren't anything to be proud of either.

I have never had any of the described driver issues, but I must say that maybe they should drop the AMD, not the ATi, since all the described driver issues seem to only have happened since AMD bought ATi

Sraf said,

I have never had any of the described driver issues, but I must say that maybe they should drop the AMD, not the ATi, since all the described driver issues seem to only have happened since AMD bought ATi

ati has always had widespread driver based issues and still does today. some people say the drivers have gotten better, but i think they are the lucky few who don't get the issues everyone else gets.
ofc what do you expect when you release a new driver release every month wether it's done or not. bug fixes that takes months to get worked out and barely noticeable performance gains in dx9 games that already run at 100+fps at the cost of much needed stability.

'Blaming' the driver is usually up there with blaming the OS when it comes to widespread user FUD.
Every vendor has their good and their bad driver sets depending on the hardware and release. To throw a brand under the bus because of a 'bad' driver is naive at best. To call them 'widespread' is even dumber.

treemonster said,
ati has always had widespread driver based issues and still does today. some people say the drivers have gotten better, but i think they are the lucky few who don't get the issues everyone else gets.
ofc what do you expect when you release a new driver release every month wether it's done or not. bug fixes that takes months to get worked out and barely noticeable performance gains in dx9 games that already run at 100+fps at the cost of much needed stability.

I've never had one of these ATI driver issues. I even installed 3 computer recently with RAdeon HD5x00 and it works perfectly.

Ryoken said,
Makes sense, the ATI name is forever tarnished by the driver issues they had 2 years ago, that had made many never look back at them again..
Though that being said their current drivers aren't anything to be proud of either.

indeed ATI has horrible drivers, I've never owned an ATI card and never will after dealing with the two my brother had for his PC. the drivers for both would always give problems, and errors during the install. it took ATI over a month to fix the slow loading issue with ATI cards in bad company 2. which everyone with an ATI card in my clan had the issue. I was an AMD fan up till they bought ATI, for my next rig I'll probably be going with a intel CPU because they are not tied to nvidia or ATI.

treemonster said,
ati has always had widespread driver based issues and still does today. some people say the drivers have gotten better, but i think they are the lucky few who don't get the issues everyone else gets.
ofc what do you expect when you release a new driver release every month wether it's done or not. bug fixes that takes months to get worked out and barely noticeable performance gains in dx9 games that already run at 100+fps at the cost of much needed stability.

Oh hai what do you know its treemonster spreading baseless fud again

Still keeping the red gradient, though... I wish they'd do away with that. I'm sick of seeing it after all these years.

Skwerl said,
Still keeping the red gradient, though... I wish they'd do away with that. I'm sick of seeing it after all these years.

Gotta have Red Team around to haunt nvidia

Skwerl said,
Still keeping the red gradient, though... I wish they'd do away with that. I'm sick of seeing it after all these years.

I think it is a good contrast to Nvidia's Green.

I think its a good idea because ATI is basically AMD so why not just dropping the ATI name. AMD Radeon sounds much better and will united the business all together.

Quattrone said,
I think its a good idea because ATI is basically AMD so why not just dropping the ATI name. AMD Radeon sounds much better and will united the business all together.

ryt...it will also increase their AMD processor popularity. Caz many ppl dont know AMD but know ATI.

Farchord said,
In my opinion, bad idea.....

I'm kinda agree with you. They should change AMD to ATI..not ATI to AMD...cause..the word 'ATI' is more popular in general people then AMD...I think it they could change AMD to ATI then it would also increase their processor popularity.

Faisal Islam said,

I'm kinda agree with you. They should change AMD to ATI..not ATI to AMD...cause..the word 'ATI' is more popular in general people then AMD...I think it they could change AMD to ATI then it would also increase their processor popularity.

Yes, that would make so much sense. Intel then should change its name to McAffe and Apple to Foxconn

FoxieFoxie said,

Yes, that would make so much sense. Intel then should change its name to McAffe and Apple to Foxconn


Because McAffee is a more popular brand than Intel?

Northgrove said,

Because McAffee is a more popular brand than Intel?

Because buying company and renaming your own company to the one you bought makes perfect sense.

FoxieFoxie said,

Because buying company and renaming your own company to the one you bought makes perfect sense.

Well it sure worked for SBC...

Faisal Islam said,

ryt...it will also increase their AMD processor popularity. Caz many ppl dont know AMD but know ATI.

I disagree , I think that for the common user both ATi and AMD don't mean much, but for the right kind of user, ATi is a strong brand name.

Faisal Islam said,

ryt...it will also increase their AMD processor popularity. Caz many ppl dont know AMD but know ATI.


I'm willing to bet that people who are likely to know ATI and their reputation have heard of AMD too.

Beastage said,

I disagree , I think that for the common user both ATi and AMD don't mean much, but for the right kind of user, ATi is a strong brand name.

yeah..exactly...i do agree..i mentioned it in another comment.

FoxieFoxie said,

Because buying company and renaming your own company to the one you bought makes perfect sense.

they don't do anything for making sense. they do for business.

FoxieFoxie said,

Because buying company and renaming your own company to the one you bought makes perfect sense.

they don't do anything for making sense. they do for business.

FoxieFoxie said,

Yes, that would make so much sense. Intel then should change its name to McAffe and Apple to Foxconn

Intel to McAffe and AMD to ATI are not same thing. Intel has enough reputation & popularity as processor maker. General people know it but most of them don't know AMD, they know ATI Radeon.

Faisal Islam said,

Intel to McAffe and AMD to ATI are not same thing. Intel has enough reputation & popularity as processor maker. General people know it but most of them don't know AMD, they know ATI Radeon.

Yes, but two points:
1). Many believe the future will be a combination CPU/GPU. It's actually already here. The dedicated GPU market will soon be dead (outside of the niche market). It will go the way of the multiprocessor system that were replaced by dual (and more) cores.
2). The packaging is likely going to be the same. The only difference is the ATI to AMD. I think people will pick up on it pretty quickly.

bluarash said,

Yes, but two points:
1). Many believe the future will be a combination CPU/GPU. It's actually already here. The dedicated GPU market will soon be dead (outside of the niche market). It will go the way of the multiprocessor system that were replaced by dual (and more) cores.
2). The packaging is likely going to be the same. The only difference is the ATI to AMD. I think people will pick up on it pretty quickly.


"dedicated GPU's soon be dead" ? thats a joke, nobody is going to want to get a new CPU when they upgrade their video card. "it's actually already here" by here you mean when they put crap intregraded video on motherboards, the same thing they've been doing for 10 years, is that what you mean by "already here" ?

and ATI a bigger name then AMD? no way, CPU companies are always bigger than video card companies. not a chance the lesser company will get the merging name.

Gabe3 said,

"dedicated GPU's soon be dead" ? thats a joke, nobody is going to want to get a new CPU when they upgrade their video card. "it's actually already here" by here you mean when they put crap intregraded video on motherboards, the same thing they've been doing for 10 years, is that what you mean by "already here" ?

and ATI a bigger name then AMD? no way, CPU companies are always bigger than video card companies. not a chance the lesser company will get the merging name.

I am not talking about integrated mobo graphics.
http://en.wikipedia.org/wiki/Amd_fusion
http://forums.anandtech.com/showthread.php?t=2100408
http://en.wikipedia.org/wiki/Sandy_Bridge_%28microarchitecture%29

yes bad idea - I've always bought ATI video cards, but refuse to buy AMD CPU's because they are buggy and always cause weird compatibility issues.

My future video card purchases will be Nvidia.

dvb2000 said,
yes bad idea - I've always bought ATI video cards, but refuse to buy AMD CPU's because they are buggy and always cause weird compatibility issues.

My future video card purchases will be Nvidia.

Document some of these weird compatibility errors (i.e. enlighten us).

yes bad idea - I've always bought ATI video cards, but refuse to buy AMD CPU's because they are buggy and always cause weird compatibility issues.

That's funny, it must be you because I've only bought and used AMD processors and have never had any bugs or issues with them. AMD putting their name on the video cards and removing ATi will, at least for me, make me lean more towards purchasing one of their video cards in the future, especially since I've been so happy with AMD processors.

Faisal Islam said,

I'm kinda agree with you. They should change AMD to ATI..not ATI to AMD...cause..the word 'ATI' is more popular in general people then AMD...I think it they could change AMD to ATI then it would also increase their processor popularity.

yeah but "ATI Athlon" or ATI Turion doesnt have that special ring to it, I approve of this change

Quattrone said,
I think its a good idea because ATI is basically AMD so why not just dropping the ATI name. AMD Radeon sounds much better and will united the business all together.

+1

devHead said,

That's funny, it must be you because I've only bought and used AMD processors and have never had any bugs or issues with them.

Don't you ever wonder why some programs don't work, or crash for you, but your buddy with the genuine Intel chip has no problems with the same program?

dvb2000 said,

Don't you ever wonder why some programs don't work, or crash for you, but your buddy with the genuine Intel chip has no problems with the same program?

No, no I don't. I owned AMD and Intel CPUs going back more than a decade. I really don't see this. At least not since the Athlon (likely well before). You might have had an argument for the genuine Intel chip back in 1994. However, back in those days... x86 was pretty inferior to PPC.