2.1 Discussion: Brand Recognition Through globalization and digital marketing, more and more companies come to view the entire world as their market, and brand builders look with envy upon those that appear to have created global brands. Global brands are positioning and using advertising strategy. The organization's personality, look, and feel are in most respects the same from one country to another. It’s easy to understand why. However, some global brands are not absolutely identical from one country to another. Visa changes its logo in some countries, Heineken means something different in the Netherlands than it does abroad, McDonald's changes the menu depending on the market - companies whose brands have become more global reap some clear benefits.