**Offerings and Brands*** Companies address needs by putting forth a value proposition, a set of benefits that they offer to customers io satisfy their needs. The intangible value proposition is made physi by an offering, which can be a combina tion of products, services, information, and experiences. A brand is an offering from a known source A brand name such as McDonald's carries many associations in people's minds that make up the brand image: hamburgers fun, children, fast food, convenience, and golden arches. All companies strive to build a strong, favorable, and unique brand image.