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As the branding of higher education systems seems for be in fashion (Canada has recently come up with a higher education brand – see the October edition of the ACA Newsletter – Education Europe), Lithuania is also thoroughly working to launch its higher education logo on the global education market. In 2007, the Ministry of Education and Science in Lithuania assigned the Education Exchanges Support Foundation (SMPF) with the promotion of Lithuanian higher education abroad. Ever since, the foundation has methodically worked on the conception of an education brand and the accompanying marketing strategy. This year, following an open debate, the motto “Study in Lithuania. Discover. Develop. Enjoy”, gained public consent. Aiming at widening the scope of the branding activities, the SMPF hopes to obtain financial support through the European Social Fund. Future steps in this endeavour seem to include the creation of a portal, producing dissemination tools and materials, and elaborating a comprehensive marketing campaign.
It remains to be seen if the launch of its new brand will help Lithuania boost its attractiveness as a study destination for foreign students. Good luck Lithuania!