Indeed, Nottingham is one of several exemplary universities as it was the first foreign university to enter China and create a satellite campus in Ningbo, Zhejiang province, in 2004.
It was initially the cooperative board of governors at the University of Nottingham that provided the British member of the Russell Group, which represents 24 leading British universities, with the opportunity to enter China, Pro-Vice-Chancellor of Nottingham Chris Rudd says.
Vice-Chancellor David Greenaway explains that Nottingham University primarily got in via the credentials of their chancellor Yang Fujia, the previous chancellor of Fudan University, which has been rated among the top three universities in China.
"Institutions which have been most hit by application numbers are the institutions without a strong brand," Leech says.
Goh highlights other universities, such as Warwick, LSE, Manchester and Imperial, as successful brands in China.
"It is linked to the fact they have strong networks, marketing, and agents to recruit here," she says.
Yet another issue about British universities is that they don't all have a strategy, Goh explains.
"You have to look at the (brand) success based on whether the university has a strategy and whether they are successful in their strategy."
Solar yacht put into use in SE China
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