Nation Branding

Today I read with keen interest plans of an international brand for higher education in Canada. According to The Chronicle of Higher Education, the Canadian government is in the process of developing a national marketing strategy to recruit more students from abroad. At a recent conference, preliminary details presented indicate that Canada will position itself as an alternative destination to the United States and Britain, and promises that Canadian education will help students change the world. 

Interfacing with educators and others around the world leads me to believe that Canada can be successful in this venture. Those outside of the US seem to have a much better sense of who they are as a country, and I think because of this understanding of their country's identity, higher education in those countries have a keen grasp of branding. Connecting an education sub-brand to a county's overarching brand could be an effective approach to nation building and recruiting students.

I say bravo Canada!