• Dr.Mohmed Ali

Brand awareness has become a crucial driver of consumer decision-making in today’s competitive and digitally connected marketplace. Businesses increasingly invest in innovative strategies to strengthen brand recognition and recall, yet they face multiple challenges in sustaining consumer trust and loyalty. This study examines the recent trends, challenges, and issues in brand awareness, with a focus on the changing dynamics of consumer behavior, the influence of digital platforms, and the growing role of sustainability and social responsibility in shaping perceptions. The research is based on an extensive review of literature, supported by insights from recent case studies and industry reports. Findings suggest that while digital marketing tools, influencer engagement, and interactive content have transformed brand-building strategies, challenges such as information overload, brand dilution, and consumer skepticism pose significant hurdles. Moreover, global competition and rapidly shifting technological landscapes add to the complexity of maintaining strong brand positioning. This paper contributes to academic and managerial perspectives by identifying key gaps in current practices and offering recommendations for businesses to adapt to evolving consumer expectations.

Brand Awareness, Digital marketing, Digital Age, Global competition

"BRAND AWARENESS IN A COMPETITIVE MARKETPLACE: OPPORTUNITIES AND CHALLENGES IN THE DIGITAL AGE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 11, page no.158-162, November-2025, Available :http://www.jetir.org/papers/JETIRHD06026.pdf

"BRAND AWARENESS IN A COMPETITIVE MARKETPLACE: OPPORTUNITIES AND CHALLENGES IN THE DIGITAL AGE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 11, page no. pp158-162, November-2025, Available at : http://www.jetir.org/papers/JETIRHD06026.pdf