"Spokesperson Eric DeRitis told Custom PC: 'AMD has no plans to drop the ATi brand name or ATi's product brands. The ATi name will live on at AMD as our leading consumer brand, and so will the Radeon brand and other ATi product brands. AMD's executive management knows very well the power and value of branding, and ATi's branding is some of the most valued in the global technology industry. As such, we plan to keep it. Period.'