Development of a Design Thinking-Based Storytelling Learning Model to Improve Brand Identity among Emerging Entrepreneurs

Information from the abstract

This study aims to develop a design thinking-based storytelling learning model to enhance brand identity development among emerging entrepreneurs in the digital economy. New entrepreneurs often struggle to differentiate their brands due to the absence of a clear and coherent brand identity. Although previous studies have examined design thinking and storytelling separately, limited research has integrated these approaches into a unified learning framework for brand development. This study employed a developmental research methodology consisting of three phases: Model synthesis through the integration of design thinking and storytelling concepts, expert validation of the proposed model, and implementation in a digital storytelling course. The results indicate that the proposed model achieved high content validity (CVI = 0.95), while student outcomes demonstrated visually compelling, strategically aligned, and emotionally engaging brand identities, with the strongest performance observed in practical usability and consistency.

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Related topics: Consumer Behavior in Brand Consumption and Identification · Design Education and Practice · Corporate Identity and Reputation