Take for example the 'Ultrabook' branding. It's an Intel trademark, and for a few years that word was _everywhere_. However, to get the shiny badge on your system you had to give a lot of control to Intel over the design and characteristics [1]. That's not to say AMD doesn't do the same thing to a degree - They own the term "APU" and will never let Intel refer to an i7 with 'Iris Xe Graphics' as an APU, Never.
The point is that Intel for a long time had leverage over most of the PC industry and used it to get exclusivity over certain parts of the market.
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[1] https://www.eweek.com/mobile/intel-ultrabook-partners-look-f...