This article investigates the ways in which newly-established higher education institutions (HEIs) position themselves as "world-class" through constructing themselves as "global". With the escalating "free market" and competitive forces arising from the marketization of education, most universities see a construction of themselves as global universities as a necessity, where the global mark is valued as a signal of quality across markets and thus positions the universities as world-class. This study specifically examines how one very successful emerging university, the National University of Singapore, constructs and promotes itself as a global institution through three strategies.