Purpose -The purpose of this paper is to enhance the academic understanding of the perception of brand dimensions in the Islamic Higher Education Institutions (IHEIs) and explore the implications for managerial practice. The main objective of this research is to identify the branding aspects that apply to higher education branding in general and Islamic higher education in particular. The empirical setting is the Middle East, which has a mixture of public and private Islamic institutions working on spreading the moderate Islamic thoughts internationally. Design/methodology/approach -The methodology used to guide the research is based on exploratory qualitative research approach composed of 45 in-depth interviews with academicians and executives from five Gulf countries. The adopted qualitative approach is based on inductive logic to help reveal the main criteria influencing the perception of IHEIs' brands. Findings -The results provide partial support for the proposed conceptual framework of the dimension of branding in the Islamic higher education market, with the functional dimension being far more significant than the social, mental and spiritual dimensions. Findings indicate that internationalisation will be the key element that influences the perception of the brand in the new competitive environment. The research also reveals the respondents' ideal definition of a good brand, the perception of brand's determinants and the general characteristics of the ideal higher education institution. Practical implications -Recommendations are provided to decision makers in IHEIs, in order to develop their educational services and enhance their institutions' brand image. Originality/value -This research helps in structuring what defines a good IHEI brand, from the perspective of academicians and experts in the labour market.