P.M. BRIEFING : EC to Promote Image in Japan
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BRUSSELS — The European Community, seeking to trim a huge trade deficit with Japan that reached $19.8 billion in 1989, today launched a three-year program to boost the image of European products in the Asian nation.
The project includes a consultancy contract worth more than $5 million for the promotion of EC goods in Japan, officials said. Touche Ross and Co. has been awarded the contract, the EC indicated.
The program seeks to develop new sales opportunities in Japan for the 12-nation community. EC firms will also be advised on ways to better market their goods to Japanese consumers.
An initial image-building campaign will be followed by projects in five specific areas--leisure goods, jewelry, home furniture, measuring equipment and health foods.
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