Intel to rebrand some chips, phase out "Centrino"
Intel Corp plans to phase out some of its brands, including the "Centrino" for computers, to focus on fewer top names as the chip maker expands into new markets such as mobile devices.
Santa Clara-based Intel said on Wednesday it will stop using "Centrino" to refer to personal computers beginning next year. Instead, it will use the brand to refer to WiFi- and WiMAX-based wireless products.
The world's top chip maker, known for its ubiquitous "Intel Inside" stickers, also said it would phase out sub-categories of its Core brand, such as "Core 2 Duo." "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.
