Constructing National Higher Education Brands

Korea, India and Israel Compared

Datos Bibliográficos

ID21445708
AutoresAnnette Bamberger (0000-0001-8006-5557, UCL Institute of Education London UK, autor de correspondencia), Min Ji Kim (0000-0002-6027-7031, UCL Institute of Education London UK), Sazana Jayadeva (0000-0002-7894-2263, University of Surrey Surrey UK)
Año2026
Volumen61
Número1
Fecha de publicación2026-03-01
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaEuropean Journal of Education (JOURNAL)
Identificadores de la revistaISSN: 0141-8211 • E-ISSN: 1465-3435
EditorialWiley (PUBLISHER • GB)
DOI10.1111/ejed.70428
OpenAlexW7126183276
IdiomaEN
Referencias citadas31

This study examines the websites of the national higher education (HE) brands of Study in Korea, Study in India and Study in Israel , exploring how these ‘offbeat’ destinations position themselves in the global HE market. Drawing on rhetorical analysis and employing a qualitative comparative case study approach, it reveals the key identity markers and rhetorical strategies employed in each campaign, considering temporal shifts. While these brands share some standardised elements, we suggest that these formats are deployed for different strategic reasons and articulated through varying rhetorical appeals, which may shift over time. We argue that for ‘offbeat’ destinations, nation branding in HE is more than a technocratic marketing tool to exploit niches in a highly competitive, multipolar global HE landscape; it is also a reflection of how states conceptualise their role therein and the value they attribute to international students in advancing national goals

Destinations · Higher education · Identity (music) · Position (finance) · Qualitative research · Rhetorical question · Technocracy · Value (mathematics) · Asian Culture and Media Studies · Higher Education Governance and Development · International Student and Expatriate Challenges