Abstract
This study examined how strategic communication and regional branding drive internationalization among 11 Higher Education Institutions (HEIs) in Region III, Philippines. Using a descriptive-quantitative design and a structured questionnaire administered to institutional leaders, the research profiled institutional characteristics and measured brand awareness, identification, architecture, organizational commitment, and internationalization practices. Findings indicate a pronounced internal brand identity and strong community loyalty, but limited external projection: HEIs reported neutral or low performance in strategic alliances, consultancy services, and the formal inclusion of internationalization within their mission and strategic plans. Programs prioritized for international outreach are predominantly Level III accredited and concentrated in Business Administration, Information Technology, and Hospitality Management, providing a credible foundation for regional promotion. Based on these results, the study proposes a centralized regional brand, "Region III: A Hub for Globally Competitive and Accredited Professional Education, to unify messaging and coordinate marketing. Recommendations urge CHED Region III to lead the initiative and advise HEIs to formalize internationalization in institutional documents, strengthen dedicated administrative units, invest in capacity-building, and implement monitoring and assessment frameworks. Prioritized short-, medium-, and long-term actions are outlined, and future mixed-methods research is recommended to contextualize implementation barriers and measure impact. These steps significantly strengthen regional competitiveness and international competitiveness.
