Intel is planning to drop their “Atom” brand name. The main reason behind this is because many people associate it with “entry-level” or “cheap”. I guess that what Intel gets for the whole netbook idea (remember those?). The Atom branding could affect the popularity of Intel’s “Clover Trail+” mobile SoCs. These mobile SoCs are intended to compete with high performance SoCs from Qualcomm and NVIDIA.
Considering that Atom chips are the slowest of Intel’s offering on the desktop side, the popularity of Atom could take a hit in other emerging platforms. Intel could brand Atom successors in its roadmaps to some of its more reputable brands such as Celeron or Pentium.