You have to give AMD, there is only one aspect of marketing who have learned over the years and that is truly engaging and product code names. The AMD Athlon processor, which is ' champion of the games ' ancient Greek, a processor introduced in 1999, for example comes to mind. The processor Athlon AMD heralded the return to the area of performance that had previously been dominated by Intel with the Pentium III. The second generation Athlon processor, based on the core Thunderbird, this success continues and has been the most successful product AMD to date.

After the success of Thunderbird, the Pentium 4 processor Intel slowly started to gain on AMD offerings, making it harder for the fourth generation Athlon, code named Thoroughbred, to maintain their lead in performance. However, with the eighth generation of dubbed the processor Athlon, Athlon 64, AMD has delivered another blow sensitive to Intel's market position. The Athlon 64, adeptly, codenamed hammer, offered support for 64-bit computing, a first on the desktop, with a performance level that exceeded by Intel. Even Intel Pentium 4 Extreme Edition, which was released days after launching the Athlon 64, may not match its performance and was nicknamed ' Emergency Edition ' by some.


However, the successor to the K8 architecture that was the basis of the Athlon 64 was not able to follow their example. Architecture K10 was given the codename Phenom, abbreviation of "phenomenal"; Unfortunately this new architecture did not pay homage to his code name. The Phenom processor failed to overcome the Intel Core 2 Duo and Quad processors and AMD performance once again has been delegated to the back seat. Yesterday AMD again stepped to the plate with the all new Phenom II. It has greatly improved performance, but AMD is late to the game. With the release of Intel Core i7 processors Intel had taken a huge step forward, a performance gap that can't close the Phenom II.


And here is where, unfortunately slips in AMD naming Department. In an attempt to hitch a ride with Intel Core i7, AMD has chosen to use the same product names like Intel. So is there an Intel 920 processor, as well as a processor AMD 920. I see already the confusion when Joe Average goes to buy a new PC with processor ' 920 '. Unless you know that the Intel processor provides the best performance he might go home with a AMD instead. So I think this is where the tradition of collecting product really engaging and codenames ends for AMD, as this is certainly not so phenomenal marketing.


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