Prioritization of Design Elements for Sustainable Brand Experience : An AHP-Based Comparative Study between Experts and Students Focusing on Flexible Identity and Inclusive Design

This study aims to analyze the relative priorities of key design elements essential for sustainable brand experiences, focusing on Inclusive Design, Flexible Identity, Sustainable Design, Brand Experience Design, and Brand Performance Indicators. Utilizing an Analytic Hierarchy Process (AHP)-based survey with 20 professional design experts and 17 design students, this research performed both quantitative and qualitative analyses to explore perceptual differences between groups and interrelationships among design elements. Results revealed that both groups identified Inclusive Design as the most critical factor, followed by Flexible Identity. Experts highlighted Inclusive Design for its pivotal role in accessibility and inclusivity, whereas students emphasized Flexible Identity, stressing creative and flexible brand expression aligned with contemporary trends. Both groups acknowledged Sustainable Design as essential for long-term brand competitiveness, while Brand Experience Design and Brand Performance Indicators were relatively lower in priority. Qualitative analysis confirmed a complementary, synergistic relationship between Flexible Identity and Inclusive Design, suggesting an integrated strategic approach combining both elements. This study provides clear priorities and strategic insights for implementing sustainable brand experience design. Future research should expand this framework through additional empirical validations across diverse industries and stakeholders.