Intel is planning to rename its brand name for the upcoming notebook Montevina platform to Centrino 2 in order to clear up confusion for consumers, according to sources at notebook makers. Intel has used the brand name Centrino for four generations of its notebook platforms including Carmel, Sonoma, Napa and Santa Rosa. Although the technology and specifications have continued to improve, the unchanging brand name has left consumers unable to identify the differences, which has also lowered recognition in the market.
Notebook makers agree with Intel's decision, since they believe most consumers do not familiar with the specifics of each platform and codename. The new marketing strategy should give consumers the feeling of a tangible upgrade and will hopefully spur replacement demand.
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