McAfee has moved to ease any partner concerns about the brand's imminent death, insisting that bearing the Intel name will be a huge opportunity for the channel.
Yesterday, Intel announced it was finally doing away with the McAfee name, more than three years after it acquired the firm. The man whose name the firm carries – its colourful founder John McAfee – has had nothing to do with the company since he left in 1994.
Gavin Struthers, McAfee's senior vice president of worldwide channel operations, said in a blog post that all existing McAfee channel teams will remain in place and that there will be no immediate change to any McAfee-branded products, services or price books. He added that its SecurityAlliance partner programme will stay as it is too.
"It is business as usual for partner profitability benefits, enablement and operations," he said.
"Our goal is to bring the Intel and McAfee security teams together as one while staying focused on delivering world-class digital security and customer service.
"The McAfee brand name will be phased out as new products are introduced, but we will continue to use the shield logo as a cornerstone asset, as it highlights that McAfee's security expertise is integrated."
UK partners cautiously welcomed the news yesterday, but some voiced concerns that switching branding too quickly could cause confusion.
Struthers added that Intel is a huge brand and not one to be sniffed at.
"The ability to leverage the Intel Security brand – currently one of the top 100 global brands, according to BrandZ – is a massive competitive advantage and phenomenal opportunity," he said.
"...2014 is quickly shaping up to be a banner year for our channel partners."
Not all partners may have been convinced about canning the McAfee brand, but one man who was pleased was the eponymous founder himself.
John McAfee told the BBC he was elated to no longer be associated with the firm.
"I am now everlastingly grateful to Intel for freeing me from this terrible association with the worst software on the planet," he said. "These are not my words, but the words of millions of irate users.
"My elation at Intel's decision is beyond words."
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