Branding discourses in transnational higher education in the era of hypercompetition: leveraging secondary brand associations

Transnational higher education (TNHE) providers are a notable part of many domestic higher education systems. Historically, TNHE providers benefitted from the perceived value proposition of offering ‘something different’ or ‘something superior’ compared to local institutions, but nowadays the domestic provision of higher education poses a more significant threat for the TNHE providers. A particular challenger type of institution is the local, foreign-affiliated (branded) university, which represents a rather unexplored type of TNHE. This research compares international branch campuses and local, foreign-affiliated universities in different TNHE contexts, to identify how the institutions leverage secondary brand associations in branding. The study identified four shared branding discourses (grandiosity, third space, place brand, and boundary-spanning) and the common underlying secondary brand associations used in each branding rhetoric. The findings strengthen our understanding of the importance of authentic branding in the era of hypercompetition for the future of TNHE development.