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Technology Stocks : WDC/Sandisk Corporation -- Ignore unavailable to you. Want to Upgrade?

To: Andre Williamson who wrote (17842)	12/31/2000 1:19:04 AM
From: Sarmad Y. Hermiz	Read Replies (2) \| Respond to of 60323

>> Q: Where'd the name come from? A piece of trivia I'd like to know. It used to be called "SunDisk". Its initial product was PCMCIA cards for PC's. Sun Microsystems sued them and made them change the "Sun" part. So in a brilliant stroke of imagination, they changed the sun to san. That was in approx 1994.

To: Andre Williamson who wrote (17842)	12/31/2000 12:50:29 PM
From: Bargain Hunter	Read Replies (1) \| Respond to of 60323

Q: Where'd the name come from? A piece of trivia I'd like to know. I assumed that when Sun made them change from SunDisk, they chose SanDisk as a play on Sand Disk because they make their "disks" from silicon. I think SanDisk is fine as a company name, but I would like to see them develop a product name that is more memorable. That is somewhat tricky at this point because they need to be careful not to associate the name too closely with any one use of their product (c.f. Lexar and "Digital Film" - who wants to put digital film in their MP3 player?) and new uses can pop up at any time. Also, branding can be very expensive and they are still a relatively small company. Perhaps they plan a branding campaign after a few more years of growth. Note that a lot of the dot-com companies spent huge amounts of money on their branding efforts: in many cases all they accomplished was getting a lot of attention when they went bankrupt.