Does AMD have a brand perception problem?

While talking to one of the computer manufacturers recently, they shared that they have a hard time selling premium laptops when it’s powered by an AMD processor. The issue might have to deal with market perception of the brand.

When the topic was raised, a lot of my friends in the media thought it was due to the decade-long perception that AMD processors heat up so fast. Actually, that’s not a problem any more (but the notion still persists up to now) but more like consumer tolerance on pricing.

The bottom line — it’s very hard to sell the Phenom brand at top tier prices, unlike the Core i5 or i7 series. And to think Intel’s new CPU brands are way younger (now we know that marketing is such a huge deal when it comes to brands). So people are willing to shell out tens of thousands of pesos for laptops with the Core i5 and Core i7 brand but would not do the same if it were an Athlon or a Phenom.

However, there’s a sweet spot — for laptops at under Php30k price tag, people have no problem with AMD processors. In fact, laptops with Athlon or Phenom processors sell like hotcakes as long as they’re cheap. There’s a segment in the market that are actually AMD fans (they say it’s the TipidPC market and it makes sense since those are people who really look for value for their money).

Here’s my question — when was the last time you bought a laptop with an AMD processor in it?

Abe Olandres
Abe Olandres
Abe is the founder and Editor-in-Chief of YugaTech with over 20 years of experience in the technology industry. He is one of the pioneers of blogging in the country and considered by many as the Father of Tech Blogging in the Philippines. He is also a technology consultant, a tech columnist with several national publications, resource speaker and mentor/advisor to several start-up companies.
  1. For laptops, I’ll put my money on Intel. I won’t take my chances with AMD — they’re power hogs. But I think the Bobcat line will strip them of that stereotype when it launches.

    On desktop platforms, however, AMD is champ when it comes to overclocking. I’ve had my Phenom 2 X6 run 24 hours of prime95 stability @4.2ghz at manual voltages.

    Still, it depends on your preferences. I just don’t trust AMD on mobility though.

  2. you are right abe. it’s a brand perception. All my 3 laptops and one desk top are intel powered because I avoided AMD due to the perceived heat problem. Now the problem is over, I might consider AMD next time.

  3. The overheating problems of the past probably stems from overclocking AMD chips which is what I’ve come to know the brand for.

    Though I’ve never owned a PC or laptop with an AMD chip, the lower price has always appealed to me. Except when Intel’s flashy ads and over-all brand presentation, I’m sold.

  4. if amd is aware of their weak brand perception from mid-end up….then they should be aggressive in their promo campaigns to counter/erase/minimize such bad perception from the past.

    matipid din ata kasi sila sa marketing nila. they really need to spend more for their PR.

  5. ^regarding brand perception.. kulang na kulang lang talaga sila sa local partnerships at advertisment.

    One notable example is most computer retailers na napupuntahan ko tadtad ng intel posters. madalang lang ang AMD posters.

    Paano makikilala ng tao yung brand kung hindi naman nagpapakilala yung mga manufacturer?

    Phenom / Athlon — name palang ang Panget na pakinggan, mabantot.. What the hell are those? Heroes of mythical Greek fables?

    They need to change that naming scheme.

    For a newbie hindi kaagad-agad na makakarelate in building his rig. At least sa naming schemes ng Intel mas madali mong malalaman kung anong tier ang processor (Pentium, Pentium D, Core2Duo, Core i3, Core i5, Core i7)

    “…due to the decade-long perception that AMD processors heat up so fast.”

    they still believe that? most of my friends pag nakarinig ng intel lalo na kung i7… “mainit yan” hehe

    Ni hindi ko nga alam na AMD heats up so fast nung pinalitan ko Core2Duo processor ko ng Phenom X3, only thing i know that Intel is superior than AMD in terms of performance that time.

    The most common perception ng tao nowadays pagdating sa AMD is cheap, low performance processors.

    Pero sabi na nga ni Rolex…
    “On desktop platforms, however, AMD is champ when it comes to overclocking. I’ve had my Phenom 2 X6 run 24 hours of prime95 stability @4.2ghz at manual voltages.”

    There you have it.. Budget wise, bang for the buck pa rin ang AMD setup.

    I am not an Intel nor an AMD fan boy, just a regular Pinoy consumer.

    Hence, I strongly believe that AMD does have a MAJOR brand perception problem.

  6. Here’s my question — when was the last time you bought a laptop with an AMD processor in it?

    Last feb/2010 dalawang gateway lt3103 from pccorner – athlon processor/2gb memory running win7; ok naman sa performance; even on hours of watching/playing medyo mainit nga lang but expected na. user pa is grade6 and grade4 students. playing Q3A/WC3/DOTA/CS/and many PS games (ffviii & ffix) and other new lower specs games. tried SC2 naghahang sa cinematics pa lang hahaha…

    my desktop is also an amd phenomIIx4 920/4gb mem; plan ko sana is Q8600 but laki ng price difference “dati”.stability problem na sinasabi imo siguro if wrong configuration lang.

    kudos!

  7. AMD is quite good actually. Been exposed to it since my first PC is an AMD. Nowadays, In real use, you won’t notice the difference in performance.

    laptops = problem is battery life, but I think they’ve improve a bit better now. other than that, it’s ok.
    may 2009 – acer 4530 – for me, but with a 4 gig setup. still using it now.
    aug 2008 – acer 4530 – for my sis, better than intel’s x3100 graphics.
    sep 2007 – acer 4520 – it’s hot literally but the during that time, it has the best graphics compared to the common GMA950 at the time.

    desktop = no complaints here. People are just fools to get an Intel. The savings you get will get you a premium graphics card and/or memory configuration.
    3rd = AMD Athlon X2 = current desktop configuration.
    3rd = AMD Sempron(can’t remember the model)
    2nd = AMD Duron 650 Mhz
    1st = AMD 4×86

    with today’s applications, you won’t even notice the difference especially for desktops. for laptops, you’ll be quite hit with the battery life. but if your laptop is a desktop replacement like mine, then you’ll be fine. better to get more memory or hard disk or graphics card (for desktop systems).

  8. Just a follow up..

    “While talking to one of the computer manufacturers recently, they shared that they have a hard time selling premium laptops when it’s powered by an AMD processor.”

    –And you didn’t bother to ask him why does he thinks so?

    Yet the readers are left with…
    The issue MIGHT have to deal with market perception of the brand.

    “Here’s my question — when was the last time you bought a laptop with an AMD processor in it?”

    Was opting for Asus 1201t based on your reviews but then I settled for an Asus 1005P (Atom N470).

    –Mahirap lang talaga ibenta ang laptop na AMD na secondhand lalo na’t di masyadong kilala ng tao.

    Oh anyway, I owned an AMD rig before. Phenom X3 8450 a triple core technology, In my opinion, it’s performance was sub par of my previous rig which was a Core2Duo E6550 especially in running video editing applications and gaming.

    Nevertheless, the AMD build was cheaper and the cost of building one is exceptionally student-friendly.

  9. This is so true!

    I think kulang na kulang sa Advertising ang AMD.
    Probably the reason why mura din ang chips nila because they don’t spend so much sa advertising.

    I’m an avid AMD user (my PC/laptops were a K5, K6-2, Duron, Sempron, Turion). Kung wala si AMD, hindi magiging affordable ang mg PCs natin ngayon.

    Yung overheating issue na yan hindi na nakakatawa, nakakainis na.

  10. My Asus X80Ne laptop :)

    AMD Turion x64 Tl-56 Processor :)

    Bought it November 2008

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