AMD (Advanced Micro Devices) released today that it has decided to kill the ATI brand name. It is making this move as more of a marketing advance because people are so familiar with its products, such as Radeon and FirePro. With the company’s very powerful AMD brand name, it is taking advantage of this with its graphics cards.
Back in 2006, for an amazing $5.4 billion, AMD bought the graphics chip manufacturer ATI. Back then it was one of the biggest acquisitions ever in the semiconductor industry. Due to the popularity of the ATI brand, the ATI name has managed to survive. After conducting very extensive research, AMD has found that its brands, AMD and Radeon, are strong enough that it can drop the ATI name. But at this time no changes are going to be made, no current products will be renamed, but future products will bear the AMD brand name.