ATI, the graphics chip manufacturer, is set for a re-branding as AMD. The company bought ATI in 2006. The initial offering under the new set-up, which will be named AMD Radeon, is expected to be released later this year.

Over the next few months, ATI graphics technologies such as the ATI Eyefinity multi-display technology, and ATI Catalyst drivers, will also be re-branded into the AMD fold.

Brian Slattery, AMD's local head, said that the re-branding had been under consideration for a while.

"With our momentum in the marketplace and support from our partners, we feel the timing is right to make the switch from ATI to AMD... We did a lot of internal global research and found that when a respondent was aware of the connection between AMD and Radeon, their preference for Radeon graphics card tripled," he said.

"Replacing ATI with AMD will be beneficial to strengthening the AMD brand and that associating AMD with the product and technology brands of Radeon, FirePro, Eyefinity and others has a net positive effect."

Slattery declined to comment on how much the re-branding cost. However, he says that he anticipates a positive response from the local market.

"We're going to have to wait and see how it plays out, but it is a positive change for AMD and it is going to help strengthen Radeon in the market place as well," he said. Slattery adds that existing ATI products will retain their brand until they reach en-of-life.

John Volkmann, AMD's corporate vice-president of brand marketing, said that the transition would allow the company to increase its brand awareness around the world.

ATI, the graphics chip manufacturer, is set for a re-branding as AMD. The company bought ATI in 2006. The initial offering under the new set-up, which will be named AMD Radeon, is expected to be released later this year.

Over the next few months, ATI graphics technologies such as the ATI Eyefinity multi-display technology, and ATI Catalyst drivers, will also be re-branded into the AMD fold.

Brian Slattery, AMD's local head, said that the re-branding had been under consideration for a while.

"With our momentum in the marketplace and support from our partners, we feel the timing is right to make the switch from ATI to AMD... We did a lot of internal global research and found that when a respondent was aware of the connection between AMD and Radeon, their preference for Radeon graphics card tripled," he said.

"Replacing ATI with AMD will be beneficial to strengthening the AMD brand and that associating AMD with the product and technology brands of Radeon, FirePro, Eyefinity and others has a net positive effect."

Slattery declined to comment on how much the re-branding cost. However, he says that he anticipates a positive response from the local market.

"We're going to have to wait and see how it plays out, but it is a positive change for AMD and it is going to help strengthen Radeon in the market place as well," he said.