The article commences with a consideration of the influences likely to affect marketing policies in Europe, focusing in particular on some of the assumptions and forecasts about the effects of the internal European market. THe factors affecting the development of standard branding policies are analysed. Empirical evidence of the stance being adopted by companies operating in Europe is then presented by reference to a study of the European confectionery industry. The confectionery industry is of major significance in Europe, with sales amounting to 27 billion ECU in 1992.