As leading chip maker Intel Corp plans to expand its presence in new markets, like mobile devices, its shift in focus in obvious from its recent decision to phase out "Centrino" as a PC brand; and undertake re-branding for the forthcoming Core series of processors - including chips like 'Lynnfield' and 'Clarksfield'.

Though the widely-used "Centrino" will be available into next year on mobile PCs, it will be used as a name for Wi-Fi and WiMAX products; before the Santa Clara-based Intel finally withdraws it from the market.

Elucidating on Intel's proposed re-branding move, the company's spokesman Bill Calder said that the branding of Intel's Core lineup of microprocessors will be "simplified into entry-level, mid-level and high-level," with their simpler naming scheme respectively being Intel Core i3, Intel Core i5, and Intel Core i7. While the imminent Lynnfield chip will be available as either Intel Core i5 or Intel Core i7; the Clarksfield chip will go by the Intel Core i7 name.

Calder further clarified that the re-branding rather than implying newer brands, actually pertains to "modifiers to the Intel Core brand that signal different features and benefits." Calder said that Intel's complex structure with too "mind boggling derivatives" - various platform brands, product names, and product brands - will, over a period of time, give way to a "simplified family of Core processors."