Integrated 3×5 Framework Model Linking Design Thinking and University Brand Communication: A Perspective from the Vietnamese Context

Abstract:

In the context of globalization and digital transformation reshaping higher education, this article aims to propose an integrated 3×5 theoretical framework that connects design thinking with university brand communication to enhance communication effectiveness and institutional brand value. The study employs a qualitative approach, including a synthesis of academic literature (2008–2024), content analysis of communication materials from UFM and three benchmark universities (2019–2024), and expert interviews conducted as illustrative case evidence. The findings develop a measurement set comprising six conceptual groups, thirty-seven observed variables, and six theoretical propositions that reflect the relationships between design thinking, learner experience, and brand effectiveness. The article contributes to the theoretical development of applying design thinking to university brand management, introduces the 3×5 integrated framework as a foundation for future quantitative research, and suggests the development of a University Brand Experience Index to support communication optimization in the digital transformation era.