June 18, 2009
Intel Returns to the Core of its Brand Naming Nomenclature
Intel's new Core i3, i5 and i7 branding is a much needed simplification of its brand naming nomenclature, which I've commented on before.
A spokesman for the company said that it is "important to note that these are not brands but modifiers to the Intel Core brand that signal different features and benefits."
The Lynnfield processor for desktops will feature either Core i5 or Core i7; Arrandale will be launched as Core i3 but will soon embrace Core i5 and Core i7; and Clarkdale will be available in Core i3 and Core i5 brands.
Meanwhile, the Centrino name will be retired as a PC brand but find new life in the realm of Wi-Fi and WiMax products.
Celeron will hang around for "entry-level" computing, Pentium for "basic" computing and the Atom processor will exist for "devices ranging from netbooks to smartphones."
In short, the company spokesman said, "For PC purchasing, think in terms of good-better-best with Celeron being good, Pentium better, and the Intel Core family representing the best we have to offer."
As a result, the main focus of the company's branding will be on the Core brand processor.
Sylvie Barak says on TweakTown that this is actually a "confusing mess" that doesn't cut down on the bolus of brands that intel has saddled itself with.
I applaud the focus on "Core," but wonder what will happen to the Intel Inside strategy that made Intel the first chip company to become a well-known, top of mind technology brand.
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