Global Product Branding and International Education

Abstract

International education has been compared with other globally marketed goods and services such as soft drinks and hamburgers: a reliable product conforming to consistent quality standards throughout the world. This article explores the issues of international education, globalization and product branding, and examines the extent to which it may be claimed that international schools constitute a network of independent franchised distributors of globally branded international education products and services. The concept of branding and the implications of global branding are also discussed.