The global spread of degree courses taught in English as a Medium of Instruction raises questions about the identity or "branding" of English-taught degree programs in non-Anglophone countries and whether they differ from their equivalents in the national languages. To answer this question, we have examined a sample of master's degree programs in the same domain, International Relations, across Italy, France and Germany from a quantitative and a qualitative perspective. Our findings suggest that they present a similar branding strategy in line with the standardization process of EU higher education, also reflecting the global trend toward the "entrepreneurial university."