Intel Core i7 brand name leaked on HKEPC through what seems to be official Intel logo graphics and slides. The Nehalem based Bloomfield CPUs are supposed to carry the Intel Core i7 brand.
The Intel Core i7 CPUs would start shipping in September, but could be actually be delayed to October as motherboard vendors are supposedly not ready with X58 motherboards.

Update:
Intel Core i7 official

The Intel Core i7 brand name sound nice, but I have no idea why the number 7 is in there. Intel will hopefully have a story about that when they officially announce the Intel Core i7 CPUs that are supposed to include the Core i7 900 Series and the Core i7 900 Extreme Edition processors.
More details on HKEPC (Chinese language).