How does a company use marketing tools and techniques to create brand awareness and value in the marketplace to influence the customer's perceptions of the product or service for the specific customer segment(s) being targeted?

Consider the following ideas to include in your answer:

• What type of marketing techniques and tools help a customer understand the marketplace?
• What is the concept of brand value?
• How does the marketing plan guide the company in promoting its brands and services?
• Why is STP important?
• What is a SWOT analysis, and how does it help the brand position itself against the competition?