Sweden under pressure from European Union states has implemented tuition-fee for non-European students from fall 2011. Under such changes this study has been conducted to investigate factors that would influence non-European students to come to Sweden for their higher education from fall 2011. The results of the influencing factors are directly derived from the empirical data-focus groups. The focus groups participants were non-European students who are already in Sweden for their education. The second part of the research focuses on how to build a brand that would represent Sweden as a destination for higher education. This branding process was carried our by two methods: first by the use of pictures based on concept of destination branding/Image. Secondly by the using a logo and explaining its significance by semiotics. The deductive study carried out confirms both parts of the assumption, factors that would influence students in coming to Sweden and also how to form the brand. This study is based on the first 3 out of 4 steps from the model “Branding a Memorable Destination Experience”. The first 3 steps are assessing the destination brands current situation, developing a brand identity/promise and communicating the brand (sender). We have also done 3^rd step but only the sender side of communication not the receiver. And the 4^th is measuring the effectiveness of the brand. The 3^rd (receiver) and 4^th step are recommended for further study.