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Intel Doing Some Name Changing

June 18, 2009

Intel Corp. is going to phase out some of its brands in order to focus on fewer top names as the company seeks new markets such as mobile devices.

Intel said on Wednesday that it will stop using “Centrino” to refer to personal computers starting next year.  Instead, it will use that brand to refer to WiFi and WiMax-based wireless products.

Intel also said it would phase out sub-categories of its Core brand, such as “Core 2 Duo” which has been used in Apple products.

“We have a complex structure with too many platform brands, product names, and product brands, and we’ve made things confusing for consumers and IT buyers,” Intel spokesman Bill Calder wrote on a company blog.

“Today the Intel Core brand has a mind boggling array of derivatives (such as Core 2 Duo and Core 2 Quad, etc). Over time those will go away and in its place will be a simplified family of Core processors.”

The company is planning to repackage its Core family of microprocessors with the Core i3, Core i5 and Core i7, which describes basic, mid-range and high-end features within the Core line.

Desktop computers that used the Core i7 chip were launched in November of 2008.  The Core i5 and Core i3 chips are expected to launch in the coming months, according to the company.

However, Intel said that it would keep its consumer friendly branding for microprocessors like the Atom, Celeron, Pentium and Core chips.

The Atom brand is for netbooks and mobile devices.  The Celeron, Pentium and Core chips are designed for both desktop and laptop computers.

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