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Building Brand Awareness in the Modern Marketing Environment: A Conceptual Model
Abstract and Figures
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.
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