ASUS is rumored to be one of the company's that signed NVIDIA's GeForce Partner Program (GPP). This controversial program is believed to give participants access to preferential supply and discounts that aren't available to non-GPP members. The flip side is that NVIDIA has a whole host of requirements. The exact details aren't public but it's widely believed that GPP participants aren't allowed to sell AMD GPUs under the same gaming brand as NVIDIA GPUs.
Now some evidence emerged on the ASUS website that confirms the existence of a new AREZ brand. Basically, this means that future AMD-based video cards from ASUS will use AREZ branding instead of the familiar ASUS ROG naming.