This chapter explores the multimodal resources employed by three higher education agencies in the Baltic states in their effort to promote their universities internationally as attractive study places. In the context of the marketization of higher education, previous studies have explored the branding of universities from the point of view of management and marketing studies, but little attention has been paid to the role of language and, more broadly, to discourse in connection to university branding. The main goal of the chapter is to investigate the tension between the national/local and the global scales in the promotion of Baltic higher education and to examine how such a tension is discursively realized, paying special attention to language(s) and their associated discourses and ideologies.