According to documents seen by X-bit labs, Advanced Micro Devices plans to reconsider its branding strategy and come up with a family of desktop processor that contains more members than previously thought. Unfortunately, AMD’s product differentiation in early 2008 will be considerably more complicated than previously projected.

Apparently, AMD will have six product families for desktop processors, each of which will be aiming different market segment, as well as three different brand-names: AMD Athlon, AMD Phenom and AMD Sempron. Besides, AMD will implement model number scheme across the whole lineup to reflect relative performance and feature-set of the new chips.

The latest documents from AMD indicate that the following product families will be available:

• AMD Phenom FX – quad-core microprocessors for enthusiasts with or without capability to work in pairs.
• AMD Phenom 9000 – quad-core processors for single-socket machines.
• AMD Phenom 7000 – triple-core microprocessors.
• AMD Athlon 6000 – dual-core microprocessors.
• AMD Athlon LE-1000 – single-core microprocessors.
• AMD Sempron LE-1000 – single-core microprocessors.

Even though to simplify desktop model numbering scheme to a brand-named a model number may simplify it in the long-term, it will be harder to determine certain product features in the first half of 2008. For example, the difference between AMD’s dual-core processors based on the K10 and K8 micro-architectures will not be apparent. On the other hand, Intel Corp. also has three brands and seven product families for desktops with different micro-architectures within one family.

Officials from Advanced Micro Devices did not comment on the news-story.