AUSTRALIA is viewed as the ''dumb blonde'' of the world, attractive but shallow and unintelligent, according to a visiting British branding expert.

Simon Anholt, who has advised the governments of more than 40 countries on national identity and reputation, said Australia's one-dimensional image meant that events such as attacks on Indian students could do greater damage here than in countries with which people were more familiar.

''A well-rounded national reputation is an insurance policy against that kind of thing,'' Mr Anholt told The Age.

Mr Anholt yesterday addressed a conference on international education in Sydney organised by IDP Education, the international student recruitment company half-owned by 38 Australian universities.

Australia's international education industry, which is worth more than $18 billion annually, is facing a significant decline in enrolments as a result of a number of factors, including the strong Australian dollar, changes to migration rules and the fallout from several attacks on Indian students.