The development of digital technologies has transformed the way of life in the 21st century , and with it, the nature of business itself. A completely new concept of brand building is emerging in the digital environment, which is constantly changing and requires agility. This paper explores the stages of digital technology development and how their advancement has impacted changes in the global market. Digital transformation has brought many advancements to business, such as the speed and ease of information transfer, but also drawbacks such as unauthorized use of users private data. This paper investigates how business can improve their operations throught the use of digital technologies. The focus is on three global business companies that have managed to sustain their operations throught different strategies using the digital environment: Adidas, Spotify and McDonald's . By analyzing these companies, their can be seen the examples of building a brand throught social media, implementation of e-commerce and usage of websites and various digital tools. Spotify, as a streaming platform, could not even exist without digital technologies, while McDonald's and Adidas have managed to maintain their status as leading companies by implementing existing technologies. Comparing these companies with their competitors can identify the right strategy needed by a business to increase brand recognition. Ultimately, it is crucial to emphasize that the adaptation of a business to the digital environment is essential for successful positioning and achieving marketing goals. Positioning on specific digital platforms or implementing new technologies in business can be crucial if accompanied by a thorough analysis of target groups.