If you're in Japan, for instance, and you're a consumer, Centrino may well be a closed book to you. But if you're in the business world+dog, you are very likely to have come across the brand, wherever you are. That's probably because if you're in the weird demimonde of international airports, your eyes will have been assailed by massive Centrino posters as well as the very familiar shops you're expected to waste your money in.
Mind you, try asking anyone about the Turion brand, AMD's own baby. How many people have heard of that?