Building brand awareness in competitive markets can play an active role in the
modern marketing environment. It is now widely acknowledged by companies
that strong brand awareness will create a competitive advantage in the
marketplace that will enhance their overall reputation and credibility. Indeed,
recent trend in modern marketing has been changed enormously and study of
brand awareness is increasingly becoming popular to keep pace with this
change. In this conceptual paper, we have summarized the exiting literatures on
currently prevailing concepts and approaches on brands, which will allow us to
identify the imperative components of brand awareness and therefore will assist
companies to enhance their marketing efficiency. Based on earlier works, here
we propose a plausible framework for building brand awareness in sequential
order namely, positioning the brand, sponsorship, event marketing, sports
marketing, advertising of the brand and integrated marketing communications.
In this review, we put forward the notion that brand-building attempt need to be
associated with organizational processes that will assist in bring the
comprehensive knowledge about brands to the consumers through
organizational awareness programs. We suggest that these activities could play
an essential role in creating awareness about brands among consumers. As a
whole, based on existing literatures, we have tried to provide a comprehensive
view on the imperative components of brand awareness for building brand
awareness in the modern marketing environment.
