Internal research shows AMD to have a stronger brand name.
AMD has confirmed that it will be retiring the ATi brand later this year, according to report from Anandtech.
The decision was taken after internal research by the chip makers showed that AMD stands to have a stronger brand name recognition than ATi, and that the AMD brand will be a better fighter against the competitions. The research also shows that Radeon and Fire Pro sub-category brands also have solid awareness among consumers.
This may be a heartening time for loyal ATi users who might want to save the ATi graphics card boxes and stickers as they no longer will be seeing those on any product.
It was only four years ago when AMD acquired ATi for a whopping $5.4 billion, making it one of the largest mergers in recent times.