China’s higher education branding: Study in China as an emerging national brand

Abstract

ABSTRACT In the context of the internationalization and marketization of higher education, it has become a trend for a nation to build its higher education brand for global competitiveness. This paper analyses what is seen as the urgent need to enhance China’s international education strategy and how branding has assisted in this process. Drawing on document analysis and employing Khanna, M., Jacob, I., & Yadav, N. (2014). Identifying and analyzing touchpoints for building a higher education brand. Journal of Marketing for Higher Education, 24(1), 122–143. brand touchpoint wheel model and Kaneva, N. (2011). Nation branding: Toward an agenda for critical research. International Journal of Communication, 5, 117–141. categories of nation branding, this research aims to explore the historical development of China’s HE brand building, its strategies and main characteristics, and its relations to broader nation branding. Suggestions are made to improve policymaking and strategy design in the future. The article contributes insights into China’s case and experience in building a national higher education brand, offering an example and reference for other countries.