AMD specifically asked graphics cards makers to keep ATI's brand on product boxes:
Producers of graphics boards have received a letter from AMD asking to retain ATI’s brand-name on packages of product boxes. DigiTimes web-site claims that add-in-card partners were asked “not only highlight part numbers without the ATI logo”. Even though it has already been reported that AMD will keep trademarks of ATI, the report highlights the importance of ATI’s brand-name for AMD.
Even though Advanced Micro Devices is a well known producer of microprocessors, it has much lower market share in the market of x86 chips compared to what ATI used to have on the market of graphics processing units (GPUs), which is why it is important for AMD to keep ATI’s brand going forward, as it is widely associated with high performance graphics accelerators.