The Development and Evolutionary Logic of National Brand of Higher Education in UK——An Analysis Based on 78 Policy Documents
In the context of globalization,a national brand for higher education is a core element in enhancing national image and international competitiveness.Looking at the national brands of higher education in the international market,the performance of the UK is extraordinary.This study analyzes 78 international higher education policy documents issued by the UK between 1999 and 2024,and systematically explores the development of the national brand of the UK's higher education in the branding phase(1999-2010),the connotation deepening phase(2011-2019)and the global integration phase(2020-present),and summarizes the internal logic of brand evolution.The study finds that the national brand of the UK's higher education has evolved from a small number of participants to multiple synergies,from pursuing economic benefits to safeguarding international status,and from focusing on students to"retaining"students.The construction of"Double First-class"in our country should absorb international experience.Firstly,to improve the learning experience of international students while enhancing the teaching and research level;secondly,to strengthen the close collaboration between multiple sectors;thirdly,to closely match the long-term development strategy of the country;fourthly,to adhere to the development strategy with Chinese characteristics.
UKHigher educationNational brandCo-word and cluster analysis"Double First-class"construction