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December 8, 2004 – SanDisk Corporation announced the debut of its name in Chinese characters. The "SHENG DIE" characters translate to "Disk bright as the sun." The new name is designed to maximize brand name recognition among the consumers in China.
With at least one billion consumers in China, the country leads the world as the largest and fastest-growing market for information technology. This market pairs well with SanDisk, the world’s largest supplier of flash memory data storage card products with more than half of its sales outside the United States.
"The Chinese visual identity for SanDisk enhances the value of the SanDisk brand in this region," said Nelson Chan, executive vice president and general manager of the consumer and handset business at SanDisk. "We believe the Chinese name and SanDisk logo will help us better connect with our core target of Chinese-speaking consumers who see the promise and optimism that these characters embody."
SanDisk Corporation is also launching training programs and promotions as part of its new Authorized Reseller Program in China. This program aims to strengthen dealer relationships and build loyalty to the SanDisk brand name. SanDisk Corporation made the announcement Dec. 1 at the Grand Hyatt Shanghai Hotel.