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Most people know Java, but few know Sun. But Sun President and CEO Jonathan Schwartz wants to brign the two closer. After building most of its company around the Java programming language brand since its debut in April 1995, Sun Microsystems announced it will change its NASDAQ stock symbol to "JAVA" from "SUNW" beginning Monday, August 27.

"Java touches nearly everyone - everyone - who touches the internet. Hundreds of millions of users see Java, and its ubiquitous logo, every day. On PC's, mobile phones, game consoles - you name it, wherever the network travels, the odds are good Java's powering a portion of the experience. What's that distribution and awareness worth to us? It's hard to say - brands, like employees, aren't expenses, they're investments. Measuring their value is more art than science. But there's no doubt in my mind more people know Java than Sun Microsystems. There's similarly no doubt they know Java more than nearly any other brand on the internet," said Shwartz.

"The number of people who know Java swamps the number of people who know Sun. Or SUNW, the symbol under which Sun Microsystems, Inc. equity is traded on the NASDAQ stock exchange. But SUNW represents the past, and its not without a nostalgic nod that we've decided to look ahead. JAVA is a technology whose value is near infinite to the internet, and a brand that's inseparably a part of Sun (and our profitability). And so next week, we're going to embrace that reality by changing our trading symbol, from SUNW to JAVA."

"Java does a better job of capturing exactly that sentiment than any other four letter symbol. Java means limitless opportunity - for our software, systems, storage, service and microelectronics businesses. And for the open source communities we shepherd. What a perfect ticker." Shwartz concluded.