I'm not at all sure that I buy Jonathan Schwartz' reasoning on their stock ticker change - instead of SUNW, they are now JAVA. Hmm.
The question is, why? Sure, Java is well known, but in name terms, SUNW is a well known brand. Java is also pushed by other companies (IBM), so I'd make the case that doing this actually dilutes Sun's brand more than anything else. Then there's the monetary cost - re-branding exercises are not cheap. I was along for the PPS to PPD to OBJS ride, and we spent a lot of time telling people things like "Remember PPD? That's really us".
Here's his explanation:
So what's that awareness worth? Ask the question a different way - if we wanted to buy that exposure, to touch tens if not hundreds of millions of consumers every single day of the year, across nearly every continent, industry, geography and demographic - what would it cost us? (If you're in the industry, just do the CPM calculus - the Java launch experience is one of the most pervasively viewed exposures on earth.)
Here's the thing though - I'm sure my phone uses Java. Does it advertise that fact? Of course not - Verizon doesn't care whether they use Java or Fortran, and the only brand they want in front of me is theirs. When I launch the phone browser I see no Java "launch awareness" - what I see is Verizon. The same thing goes for every other Java app I run across, because I rarely see anything telling me that it's Java. Back in the late 90's - yeah, apps announced that fact. Now? Not so much.
I think Schwartz and his merry band of marketers need to get out more.