The purpose of this paper is to show how relatively little is known about the consumer perceptions of own brands in the newly emerging markets of central and eastern Europe. The paper attempts to fill a gap in knowledge by investigating various aspects of consumer perceptions of Tesco own brands in the Czech Republic. Design/methodology/approach - The key data for this research were collected by structured questionnaires from Tesco supermarket customers in the Czech Republic and the UK. Non-probability quota sampling was used and the sample was stratified according to gender, age and income. Findings - The results of the research indicate that the general view of Tesco own brands is slightly less positive among Czech than among British customers. However, significant differences emerge when these are examined in terms of income. Increases in income lead to a decrease in the favourability with which own brands are viewed in the Czech Republic - the opposite to the position in the UK. The age of consumers was also found to be significant, although there is no linear trend. No strong correlation was found to exist between gender and any of the characteristics under investigation. Research limitations/implications - The sample was limited in size (n=100 in each country). In-depth interviewing would be necessary to assess consumer attitudes further. Practical implications - The results of the research may help Tesco in relation to its general expansion in central and eastern Europe and its brand building in particular. Originality/value - The originality of the paper relates to its study of consumer behaviour in one of the emerging markets of central and eastern Europe.