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August 8, 2006

Company Naming: To Merge or Not?

I find it interesting to see how two companies that merge, combine, or get acquired, end up with a new company name. In most cases, there is no right or wrong way of naming the new entity.

Usually, when mergers are billed as a "merger of equals", both names survive. Most recently, the Lucent and Alcatel "merger of equals" is not surprisingly called Lucent-Alcatel.

Other examples of "mergers of equals" are DaimlerChrysler and ExxonMobil. For more examples, please see this article in our section.

AMDIn other cases where, relatively speaking, a larger company acquires a smaller company, the latter name does not survive. The most recent example of this is .

AMD's nomenclature generally has product names ending in the suffix "-on". For instance:

  • Athlon
  • Opteron
  • Turion
  • Sempron

In our June 13th blog post, , we discussed the reasons why technology companies tend to favor names that end in "-on". They sound scientific and high-tech to us on account of the way biologists (mis)use Greek and Latin to name species and diseases, and chemists use them for the names of elements.

ATIIt'll be interesting to see how the "-on" suffix nomenclature will be employed on future ATI product names.

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Posted by William Lozito at August 8, 2006 1:52 PM
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