The purpose of this research is to discover the extent to which prospective higher education students still in secondary education might identify with international branch campuses and the extent to which organisational identification and its individual components might influence students' behavioural intentions towards these institutions. The study involved 407 students studying at nine international schools in the United Arab Emirates (UAE). By developing and testing a regression model, it was found that individuals are indeed able to identify with universities with which they have had no or minimal previous interaction or experience and that student-university identification can lead to positive behavioural intentions. The findings suggest that institutions would benefit from articulating and communicating their identities clearly, coherently and in a persuasive manner, and emphasising those aspects of the university's identity that prospective students will perceive as prestigious and similar to their own identities.