Semiconductor maker and chief Intel rival AMD bought graphics chip maker ATI in 2006. Now, after four years, the company is poised to phase out the ATI brand all together – though ATI’s graphics technology will exist long into the future. AMD says its own research concluded that AMD’s brand identity is stronger than ATI’s, hence the decision. ATI brands, such as Radeon and FirePro, will transition to AMD next year.

“The timing is right as far as we’re concerned,” an AMD spokesman told The Reg, explaining that the company’s brand strategy is moving to a “customer-centric approach” and away from processer-centric branding.

AMD to dump ATI brand [The Register]