Samsung plans to axe AST brand

The branding of AST is expected to be phased out from the manufacturer?s boxes in favour of Samsung, as the joint operation opts to stick with one name.

Since Samsung tabled its intention to purchase the remaining shares of AST, there has been mounting speculation about the future of the AST brand name.

One senior source told PC Dealer: ?To begin with, we will see the name change to something like ?AST from Samsung? then it will change to just being Samsung.?

Harry Thuillier, chairman of Fraser Associates, said a change of name for AST would not necessarily be a bad thing. ?On the retail side of its business it would make good sense and I can?t see it would really be a problem anywhere else.

?The only thing it would have to watch out for is not losing any of the goodwill AST has won in recent years.?

AST marketing director Con Mallon said: ?This subject has been much talked about, but it?s all complete supposition.? He insisted that a decision had not yet been made.