EASTERN EUROPE: UNEASY MARKET FOR US BRANDS

East Europeans have a high awareness of well-known US brands such as Pepsi, Levi Strauss, and McDonalds, but prefer products produced in Western Europe, according to a study conducted by Signal International, a United Kindom-based market research company. The study indicates it will be necessary for US companies to build goodwill and brand awareness in East Europe before they begin selling.