AMD Drops ATI Branding

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AMD Drops ATI Branding

AMD, which purchased Canada-based graphics card maker ATI back in 2006 for $5.4 billion, says it will be dropping the ATI branding soon. It will be keeping the Radeon and FirePro brands, though.

One of AMD’s motivations for dropping the ATI branding is its plans to introduce a CPU+GPU combination chip dubbed Fusion later this year; the ATI co-branding would lead to some confusion there. Also, the company’s research indicates consumers will still recognize the Radeon/FirePro brand and not have a problem with the brand merge.

The company will not be renaming its current or past ATI Radeon or FirePro graphics card lines.

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