Intel Haswell Chip

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    Intel's flagship chip architecture and upcoming processor, codenamed "Haswell," will be introduced at Computex in Taiwan amid much fanfare and is expected to inspire a range of sleek touch-based devices. But according to the man who came up with the codename the naming process was pretty mundane.

    Wall Street Journal technology columnist Walt Mossberg advised consumers in his spring buyer's guide earlier this year to wait for the "Ivy Bridge" family of chips before buying a laptop. The tacit recommendation of the company's latest microprocessor was a positive for Intel, but also revealed a challenge for the company's branding team.

    See more:
    Haswell: Origin of an Intel Codename
    How Intel adopted the name of a small Colorado town as the codename for its flagship processor.

    Intel's flagship chip architecture and upcoming processor, codenamed "Haswell," will be introduced at Computex in Taiwan amid much fanfare and is expected to inspire a range of sleek touch-based devices. But according to the man who came up with the codename the naming process was pretty mundane.

    See more:
    Intel Changes Codename Strategy
    Trying to put 'Haswell' to rest as the company puts wood behind '4th Generation Intel Core' processors.

    Inside the tech industry and in the media use of codenames such as "Sandy Bridge," "Ivy Bridge" and "Haswell" is widespread, but the distinction between codenames and product names can confuse consumers and in some cases generate more equity for the codename.

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