Sorry there is an wrong explanation above, uppercase or lowercase has no effect, the effect is the contents of the record in the columns that we created, such as if we want to create a radius and fill marker based on sales without using additional javascript, we must create a new column using the calculate column like the example below (mdx query):
WITH
MEMBER [Measures].[fill] AS '[Measures].[Sales] * -1'
MEMBER [Measures].[r] AS '[Measures].[Sales]'
SELECT
NON EMPTY {[Measures].[Latitude], [Measures].[Longitude], [Measures].[Sales], [Measures].[fill], [Measures].[r]} ON COLUMNS,
NON EMPTY {[dim_country].[Country].Members} ON ROWS
FROM [Sales and Location]

*fill multiply negative for red to indicate bad sales and green color for good sales
Regards,
Agus