Transnational corporations have to demonstrate the ability to adapt to international economic challenges in one of their main areas. Companies like Amazon or Google can understand where you shop, where you go, and even think about your salary and height about government views clearly. Their algorithms shape global consumer behavior. Hidden brands and "White Label" allow some TMKs to present products differently. For example, the same product produced in different factories can be sold under different names and prices. This is done to capture all parts of the consumer market (price sensitive and luxury consumers)