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Abstract

After a two-year corporate tag line 'Smarter Choice' that pegged it against the dominant market leader Intel, AMD undertook a rebranding exercise in 2008. It announced a new tag line - 'Future is Fusion', that reflected its focus on combining its traditional microprocessors and graphics chipsets. Its graphics business picked up after it acquired ATI Technologies in 2006. Whether the new tag line could help AMD arrest seven consecutive quarters of losses and return to profitability remained to be seen.
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July 2009

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Abstract

After a two-year corporate tag line 'Smarter Choice' that pegged it against the dominant market leader Intel, AMD undertook a rebranding exercise in 2008. It announced a new tag line - 'Future is Fusion', that reflected its focus on combining its traditional microprocessors and graphics chipsets. Its graphics business picked up after it acquired ATI Technologies in 2006. Whether the new tag line could help AMD arrest seven consecutive quarters of losses and return to profitability remained to be seen.

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Industry:
Other setting(s):
July 2009

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