This brand became widely known in 1998, when the leaders of the Bluetooth SIG consortium branded their cost-effective wireless technology for data and sound transmission, an alternative primarily to the popular wired RS-232 standard. The prototype was the Danish king Harald Blatand, ruling in Denmark from 940 to 980, heir to the rulers of Denmark and England, who led the peaceful merger of Denmark and Norway in the 950s. He had one bluish tooth, for which he received the nickname Blue-Too. The Bluetooth logo includes the initials Harald Blatand from the ancient runes Hagall (Hagalaz) and Berkana (Berkana).