This literature review shows current researchers' generalizations, ideas, and conclusions about what other scholars have already researched or written. This will also allow the points of other researchers to be discussed and critically analyzed. The topic that will be involved in this literature review is the effects of marketing mix on brand awareness which researchers in this particular field of study focus on. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay Brand Awareness Hosseini and Moezzi (2015) defined brand awareness as “remembering and purchasing a certain brand from a group of products.” Commonly people tend to buy things that come from sellers they are familiar with. According to Shahid et al (2017), consumers usually purchase products that they are aware of and have commendable branding. Brand awareness affects the profitability and growth of the company. As the number of customers increases, the profit also increases. The American Marketing Association has defined trademarks as a name, symbol, term, or combination which is important since it is the trademark of each company that is intended to indicate the entity. The brand is perception. It is influenced by consumers' functional experience with a company's products. Therefore, brand awareness is vital to the success of every business entity. Brand knowledge affects brand awareness. When a consumer knows the brand, therefore, he is at the same time aware of the brand. Brand awareness becomes the measure of how quickly a company can remember the brand in its mind. It is the first and main limitation in obtaining customer perception of the product. A consumer's decision-making process in purchasing is influenced by brand awareness. This is also true from Koniewsk's (2012) study that most decisions made when purchasing a product for the first time depend on brand awareness. In a 2012 study on customer satisfaction, Hussein discussed that brand awareness includes brand recognition and brand recall performance. He also defined that brand recognition is the customer's ability to recognize a brand he has already been introduced to, while brand recall is the customer's ability to remember a brand when thinking about a particular product as he is intending to acquire . Macdonald and Sharp also concluded that brand recognition is one of the factors that most influence consumers. When a consumer thinks of a product and the brand name comes directly to his mind, then that particular consumer is fully aware of the brand. Please note: this is just an example. Get a custom paper from our expert writers now. Get Custom EssayTherefore, the topic discussed can be of great help in the continuous promotion of a product as customers can perceive the difference between the company's product and that of the competition. A consumer will always be hesitant to purchase a product that he or she does not have complete knowledge about. Before purchasing, consumers will always perform in-depth market research usually based on what, how and where to buy. Therefore, portraying a positive image and high brand awareness will help sustain the company in the long term.