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Fulbrighters without Fulbright: branding US internationalization of higher education in a context of racial justice

Author

Listed:
  • Gerardo L. Blanco
  • Matthew Rombalski
  • Jhon Maldonado Mosquera

Abstract

The Fulbright Program is the oldest and largest program for US academic mobility, and therefore one of the most recognizable brands in international education. Despite its importance as a global brand associated with international education, this program has received very little attention from the perspective of marketing in higher education, even though the legacy of J. William Fulbright, founder and namesake of the program has become controversial in the US. In this article, we conduct a brand analysis of the Fulbright Program in light of contemporary calls for racial justice. Using a multi-rater textual and visual analysis of brand documents and images in connection with brand personality elements, our analysis reveals that the brand primarily relies on discourses of competence and excitement. Despite having a consistent set of messages, the contrast between the program goals, focused on mutual understanding across cultures, and the historical legacy of J. William Fulbright is noteworthy and needs to be further considered for the sustainability of the brand.

Suggested Citation

  • Gerardo L. Blanco & Matthew Rombalski & Jhon Maldonado Mosquera, 2025. "Fulbrighters without Fulbright: branding US internationalization of higher education in a context of racial justice," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 35(2), pages 248-261, July.
    • Handle: RePEc:taf:jmkthe:v:35:y:2025:i:2:p:248-261
    DOI: 10.1080/08841241.2022.2143000
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