The voice at the end of the phone was clear: "What are you doing?"
"We will use the 'AMD' to replace the 'ATI' brand in the industry-leading Radeon graphics family, starting in the fourth quarter of this year."
silence……
"Oh, I didn't think about it."
John Volkmann, AMD’s global vice president, said in an official blog that this is a typical dialogue between him and media editors who recently gave up their interaction with the ATI brand. I believe this is also the reaction of most people who are concerned about AMD and ATI.
The power of a brand is always intangible and endless. It involves a lot of emotions that go beyond reason. It is a bit like sports or politics. It is easy to make people feel emotional. John Volkmann said that this is one of the "fun" of the graphics business.
But no brand is everlasting. Many loud names come and go. Sometimes the emotional value of a brand is still there, but the actual value is slowly receding. This is what the "ATI" currently faces. Research conducted at the beginning of the year shows that the most powerful combination for AMD’s graphics business is already AMD, Radeon/FirePro.
AMD believes that the reasons for purchasing a PC are largely independent of the CPU and GPU brands because repeated investigations have repeatedly confirmed that ordinary PC consumers do not know what the processors in the computers they buy are AMD. Rarely in the mainstream market to make great efforts to create a brand atmosphere, and launched the VISION technology project, so that consumers can see as long as the VISION label can understand this machine can meet their needs. It turns out that VISION succeeded.
However, for OEMs, independent software developers (ISVs), channel partners, investors, IT professionals, the importance of brands and logos (LOGO) is self-evident, such as ATI means enthusiasts and gamers. Earlier this year, AMD visited more than 4,000 users familiar with graphics processors in seven countries including China, Brazil, Germany, Russia, the United Kingdom, Japan, and the United States.
First, in terms of brand awareness and choice, Radeon is as strong as any other AMD company and product brand. Of course, there are differences in different regions, but overall, Radeon has become a sign and a leading brand.
Second, in the competition, consumers prefer the AMD brand to ATI. Of course, this is not to say that ATI is too weak, but enthusiasts prefer AMD.
Third, respondents who know that AMD and ATI have merged into a single company are three times more selective about the AMD brand than they are still unaware of. In other words, after knowing AMD and ATI Combo, people are more inclined to AMD.
This reinforces AMD's determination to look ahead. With the market share of discrete graphics cards rising steadily, new processors and new solutions in the professional graphics market coming out, and the Fusion APU fusion acceleration processor incorporating Radeon graphics processors coming soon, brand changes can be described as Perfect timing. Putting feelings aside, AMD believes this is a very cautious decision based on a wide range of customers, partner feedback, and AMD's own industry sense of smell. No matter how you feel, the wheels of history are rolling forward and will not stop.
Starting from the new product release in the fourth quarter of this year, we will see the full launch of AMD Radeon and AMD FirePro.
"We will use the 'AMD' to replace the 'ATI' brand in the industry-leading Radeon graphics family, starting in the fourth quarter of this year."
silence……
"Oh, I didn't think about it."
John Volkmann, AMD’s global vice president, said in an official blog that this is a typical dialogue between him and media editors who recently gave up their interaction with the ATI brand. I believe this is also the reaction of most people who are concerned about AMD and ATI.
The power of a brand is always intangible and endless. It involves a lot of emotions that go beyond reason. It is a bit like sports or politics. It is easy to make people feel emotional. John Volkmann said that this is one of the "fun" of the graphics business.
But no brand is everlasting. Many loud names come and go. Sometimes the emotional value of a brand is still there, but the actual value is slowly receding. This is what the "ATI" currently faces. Research conducted at the beginning of the year shows that the most powerful combination for AMD’s graphics business is already AMD, Radeon/FirePro.
AMD believes that the reasons for purchasing a PC are largely independent of the CPU and GPU brands because repeated investigations have repeatedly confirmed that ordinary PC consumers do not know what the processors in the computers they buy are AMD. Rarely in the mainstream market to make great efforts to create a brand atmosphere, and launched the VISION technology project, so that consumers can see as long as the VISION label can understand this machine can meet their needs. It turns out that VISION succeeded.
However, for OEMs, independent software developers (ISVs), channel partners, investors, IT professionals, the importance of brands and logos (LOGO) is self-evident, such as ATI means enthusiasts and gamers. Earlier this year, AMD visited more than 4,000 users familiar with graphics processors in seven countries including China, Brazil, Germany, Russia, the United Kingdom, Japan, and the United States.
First, in terms of brand awareness and choice, Radeon is as strong as any other AMD company and product brand. Of course, there are differences in different regions, but overall, Radeon has become a sign and a leading brand.
Second, in the competition, consumers prefer the AMD brand to ATI. Of course, this is not to say that ATI is too weak, but enthusiasts prefer AMD.
Third, respondents who know that AMD and ATI have merged into a single company are three times more selective about the AMD brand than they are still unaware of. In other words, after knowing AMD and ATI Combo, people are more inclined to AMD.
This reinforces AMD's determination to look ahead. With the market share of discrete graphics cards rising steadily, new processors and new solutions in the professional graphics market coming out, and the Fusion APU fusion acceleration processor incorporating Radeon graphics processors coming soon, brand changes can be described as Perfect timing. Putting feelings aside, AMD believes this is a very cautious decision based on a wide range of customers, partner feedback, and AMD's own industry sense of smell. No matter how you feel, the wheels of history are rolling forward and will not stop.
Starting from the new product release in the fourth quarter of this year, we will see the full launch of AMD Radeon and AMD FirePro.
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