Asserts that businesses in dominant economies tend not to market internationally but just export what sells in the domestic market. Provides examples of poor international marketing practices that have resulted from ethnocentrism. Suggests that the current strong economies cannot be complacent,...

Purpose – The paper aims to stimulate discussion of what branding actually is, does and maybe should do. Design/methodology/approach – A reflective essay is presented which briefly outlines the history of meanings of branding leading to speculation about future meanings. Findings – The...

Purpose – The purpose of this paper is to present a call to action for universities to practice what they preach in developing and communicating differentiated brands. Design/methodology/approach – Reviews some recent literature on university branding and contrasts this with other...