Evolving The AMD Brand Portofolio
 

The voice on the other end of the call said, very clearly “You’re doing what?”

“We are replacing the “ATI” brand with “AMD” across our market share leading Radeon graphics family, starting in the fourth quarter of this year.”

(Silence)

“Well, I wasn’t expecting that…”

http://blogs.amd.com/play/2010/08/30...and-portfolio/

in my humble opinion they should not have waited this long; right after they publicly announced they bought ATI; swap everything to AMD Radeon products.

many tech sites already refer to AMD Radeon; not ATI Radeon. Example? Anandtech in February: http://www.anandtech.com/show/2935 "AMD’s Radeon HD 5570: Low Profile, Higher Performance".
TomsHW: AMD's Radeon HD 5000-Series: Measuring Power Efficiency
PCPer: AMD Radeon HD 5970 2GB Review - AMDomination
and thousands of others: http://www.google.com/search?q="AMD+Radeon"

them keeping the ATI brand after the buyout just created name confusion in my humble opinion.

I think most of the brand recognition lies in the "Radeon" name, actually. For the average consumer, they're going to hear "AMD Radeon" and completely miss the fact that it used to be "ATI Radeon". They sound similar enough in the beginning that most non-enthusiast consumers will probably convince themselves that they just remembered the name incorrectly.