AMD sets to introduce a new brand for chips used in inexpensive personal computers, in a move to gain market share from arch-rival Intel Corp.

AMD said Sempron, the new brand name, will soon appear in PCs made by HP, as well as by China's Lenovo Group Ltd..

The chips will be priced comparably with Intel's Celeron line, though both chips sell at a discount to the companies' premium brands, AMD's Athlon 64 and Intel's Pentium 4.

Though Sempron is a new name, it is not new technology. AMD is essentially reformulating its current chips, in some cases slowing their performance or disabling high-end features.

The name Sempron or its root, semper means "always" in Latin, suggests steadfastness and reliability. Yet one brand expert said the name sounds similar enough to Intel's Celeron line that it gives the chip immediate "context" in the minds of consumers.

By: DocMemory
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