Good branding has made Nike survive well in a very competitive business world. Currently, it is ranked as the best supplier of athletic shoes and sports equipment manufacturer. Nike has sponsored some of the famous tennis players in the world and tennis teams.

Nike branded their tennis shoes with its famous ‘just do it’ brand name. The branding that they use for that product ensures brand equity and thus adding a lot of value to it. Brand equity is those things, primarily the assets and liabilities, that are connected to a brand name and can either add or subtract the value that is being offered by a product. For Nike to achieve brand equity for the product, they ensured that brand loyalty exists. The branding used for Nike tennis shoes made sure that there is a strong connection created between the brand and the customers need. According to Nike, customers come first, and the only way to realize that is by producing quality products. Branding is very inspiring for those people who wear Nike tennis shoes. That is because it creates some motivation, believes, mindset and lifestyle to the customer (Lebron, 2010).

The Nike tennis shoe uses family branding rather than individual branding. There are some reasons why I have ended up believing in that. The product utilizes the single brand name of Nike to brand itself. Being that Nike has very high brand equity that is positive, they were not able to exempt their tennis shoe from benefiting.  The product uses similar identification means as well as symbols just like any other Nike product.

The brand name for the product is NikeCourt. Nike was a goddess who personified success in the ancient Greek religion. As a result, Nike was as well interested at symbolizing victory and thus adopted the name from the goddess. Before it became what it is today, it used to operate as Blue Ribbon Sports Company. It came to be Nike in the 1970s when they stopped working with Onitsuka Tiger. The reason behind the brand was to ensure that every athlete in the world is

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