AMD is planning to drop the Athlon brandname and replace it with Phenom. The new Phenom brand will be introduced with AMD's new K10 processors, DailyTech reports.
The dual-core Agena processors will be labeled Phenom X2, the quad-core Agena will be known as Phenom X4 and the Agena FX will be branded as the Phenom FX.
Phenom is pronounced as an abbreviated version of the word "phenomenal." AMD's guidance states that the company will promote its Phenom X4 and X2 processors under the premise that Phenom allows its users to "experience the Phenomenal."
The company will still retain its Athlon and Sempron brand names -- Athlon on its mid-range products and Sempron on up the low-end.
Brand image is not the only nomenclature changing with AMD's next-generation processors. This summer, the company will start to phase out its descriptive SKU system for something a little more esoteric. "Athlon 64 X2 4000+ 45W 1MB L2 Brisbane," for example, will be renamed the "AMD BE-2400."