Stefan Mileschin

AMD is planning to play a neat branding game with Intel. Branding of the company's 2016 lineup of CPUs and APUs will emphasize on "generation," much in the same way Intel does with its Core processor family. AMD will mention in its PIB product packaging, OEM specs sheets, and even its product logo (down to the case-badge), that its 2016 products (FX-series CPUs and A-series APUs) are the company's "6th generation." 2016 marks prevalence of Intel's Core "Skylake" processor family, which is its 6th generation Core family (succeeding Nehalem/Westmere, Sandy Bridge, Ivy Bridge, Haswell, and Broadwell). AMD is arriving at its "6th generation" moniker counting "Stars," "Bulldozer," "Piledriver," "Steamroller," and "Excavator," driving its past 5 generations of APUs, and the occasional FX CPU.

It turns out that the emphasis on "generation" is big with DIY and SI retail channels. Retailers we spoke with, say that they find it easier to break through Intel's often-confusing CPU socket change cycle, which ticks roughly every 18-24 months. Customers, they say, find it easier to simply mention the "generation" of Core processor they want, to get all relevant components to go with them (such as motherboard and memory bundles). While AMD's FX brand clearly didn't see generations beyond "Piledriver," the company's decision to unify the socket for its FX and A-Series product lines next year, with AM4, makes "6th generation FX processor" valid.

http://www.techpowerup.com/212353/am...-branding.html