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July 12, 2007

Chip Makers Need a Professional Naming Company

What's the first brand name that comes to mind when you think of computer chips? How about the first product name?

Since all off my readers are using computers to read this, it stands to reason you all must have an idea of what's driving the software you depend on every day, right? Wrong.

According to CNN Money, computer chip makers just can't seem to differentiate their product names from one another.

intel-logo.gif The one name we all seem to know is Intel, who in fact is one of the top five brand names in the world. But because so many chipmakers are essentially emulating Intel's product naming strategy, we wind up with a great deal of confusion on the market.

To quote the article, "AMD is working on a chip code-named Fusion. Taiwan chipmaker Via Technologies has a product called CoreFusion. And Intel's flagship processor line is the Core 2."

Intel doesn't always get it right, of course: Englishman Dave Frank has an interesting blog post about what happened to the little known Cornish town of Penryn when Intel's brand name researchers briefly (and probably inadvertently) borrowed its name.

AMD-logo.gif AMD, for its part, has a new chip coming out code-named Barcelona (why is it that computer code names are often better than the names they wind up with?). And their Phenom product name is pretty good, as I have said before.

At the risk of blowing my own horn, it seems like many chip manufacturers would benefit from the expertise of a professional naming company.

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Posted by William Lozito at July 12, 2007 9:25 AM
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