Conceptualizing nation branding in the field of higher education: a systematic literature review

This article draws on a qualitative systematic literature review of 40 peer-reviewed articles across multiple disciplines to examine how higher education (HE) is framed within nation branding discourse. Using Kaneva’s, N. (2011. Nation branding: Toward an agenda for critical research. International Journal of Communication, 5(25), 117–141. https://ijoc.org/index.php/ijoc/article/view/704/514) tripartite model of nation branding approaches as an analytical lens, we analyze how different perspectives assign roles to HE and reveal the close entanglement between nation branding and the internationalization of HE. We find that the economic-technical approach predominates, often portraying HE as an instrument of national competitiveness. The study identifies key conceptual and geographical gaps and suggests alternative perspectives that could enrich future scholarship and practice. It highlights the need for more inclusive and critically engaged approaches, particularly as global educational alliances, international student flows, and geopolitical landscapes continue to evolve.