The Influence of Country Branding on Student’s mobility: An Academic Perspective

Abstract

Background: Country branding has emerged as a crucial factor in shaping a nation's reputation, cultural appeal, and competitive positioning in the global academic landscape. Aims: This paper explores the relationship between country branding and student mobility, investigating how the branding of a country impacts international student enrollment and higher education attractiveness. Methods: This study employs a qualitative multiple case study design to explore how country branding influences international student mobility in four selected national contexts of Finland, China, the United Kingdom, and Germany. Results. This study points out in the “Cross-Case Comparison” based on published studies, the approach of four selected countries in terms of using their own brand, campaigns, strategies and policies in relation to attracting students' interest in higher education. Conclusions: The findings highlight the need for strategic alignment between national branding efforts and higher education policies, recommending future research into the interplay between both. Implications: The study examines key factors such as the reputation of academic institutions, visa policies, economic conditions, and cultural perception, arguing that effective country branding enhances a nation's ability to attract and retain global talent.