Simpler brand selection for business and consumers, claims chip firm

Intel plans to modify the way it brands its processor offerings in an effort to consolidate and simplify its line-up.

A spokesperson said that the chipmaker will be changing its branding from 1 January 2008.

"Intel now has a simpler, easier to understand brand selection for business IT and consumers," the spokesperson said.

Under the new branding, Intel's vPro and Viiv platforms will reflect the underlying Core2 micro-architecture. The brands will be known as Core2 vPro and Core2 Viiv.

The Centrino brand will be consolidated to just two chips. The Centrino, Centrino Duo and Centrino Pro lines, which had appeared under five different logos, will now be known as Centrino and Centrino vPro.

At the high end, the Xeon brand will remain the same, while the Itanium 2 brand will be shortened to Itanium. The Core2 family, as well as the Pentium and Celeron brands, will remain the same.

Intel stressed that only the brands would change. The company's roadmaps, objectives and strategy all remain the same, noted the spokesperson.

The plan makes no mention of the upcoming 45nm Penryn chips expected on 12 November.