In a move to simplify its brands, product names and logos, Intel is planning to change its branding on computer chips and phase out some of its brands, including the ‘Centrino’ for PCs.
The Silicon Valley company said that it will retain its ‘Core’ brand and phase out its sub-categories such as Core 2 Duo and Core 2 Quad.
Intel spokesman Bill Calder stated 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 spanning multiple levels.”
Intel plans to consolidate its brands around three designations, Core i3, Core i5, and Core i7 processors. It already sells high-end chip Core i7 for desktop computers. The low-end Core i3 and mid-range Core i5 are expected to join it in the coming months.
According to the blog, Intel also plans to keep its Celeron, Pentium and Atom processors for devices ranging from netbooks to smartphones.
Calder added: “With this focus on Intel Core, the Centrino processor technology brand will be retired for PCs beginning next year. However, Centrino has tremendous equity as a wireless technology, so we will transition the name to our Wi-Fi and WiMAX products beginning in 2010.”
