This article examines the corporate branding efforts of Singapore's publicly funded higher education institutions within a context of neoliberal marketization. Adopting a discourse-analytic perspective, it examines the kind of branding approaches employed by Singapore's universities and polytechnics, and how these approaches are realized…

There has been limited research focusing on the place of culture and resulting teaching and learning identities in EFL and how these issues impact on EFL policy, curriculum and enacted curriculum, especially textbooks. Even less research has focussed on these issues in the Gulf context. Some international research has explored the role of culture…