Intel Expanding Core Branding, Killing Centrino

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News Posted: Thu, Jun 18 2009 12:33 AM
Just recently, we were able to sit down with Intel and talk shop about its newest (and most powerful) Core i7 yet, and apparently the company is really fond of that "Core iX" naming convention. So enthused, in fact, that they have just announced plans to phase out some of its brands -- including "Centrino" in order to hone in on fewer top names. Granted, we've certainly seen Intel and others try this re-branding thing before. Remember when megahertz ratings were all the rage?

Now, Intel will stop using Centrino and start using more "Core" names, but the re-brand won't go into effect until next year. Oddly, Centrino will no longer about to just personal computers; instead, it will refer to Wi-Fi and WiMAX-based wireless products. Which certainly feels confusing to us, but hey, who are we to judge? Also, sub-brands such as "Core 2 Duo" will also be shoved out the door, again using a supposedly simpler "Core ix" moniker to refer to different variations of products.

To quote: "The company plans to repackage its Core family of microprocessors with a simpler naming scheme -- the Core i3, Core i5 and Core i7 -- describing basic, mid-range and high-end features within the Core line, respectively." Of course, this announcement also proves that the Core i5 mid-range chip is more than just a rumor, with recent reports slating its launch "in the coming months."

To complicate the simplification further, Intel's hanging onto Atom, Celeron and Pentium.
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shanewu replied on Thu, Jun 18 2009 9:55 AM

Oh yeah, customers won't be confused now!?!!!?

Anyone want to start a naming/branding consulting company with me? I think Intel, AMD/ATI and NVIDIA all need our help on naming their products. :)

"Everyone always wants new things. Everybody likes new inventions, new technology. People will never be replaced by machines. In the end, life and business are about human connections. And computers are about trying to murder you in a lake. And to me, the choice is easy." - Michael Scott (The Office)

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