THE ROLE OF DESIGN THINKING IN THE REBRANDING PROCESS FOR HIGHER EDUCATION STUDENTS OF ENGINEERING SPECIALTIES

Problem. In today's environment of growing demands for brand adaptability and user needs, there is a problem of insufficient integration of creative approaches into the training of engineering students, particularly in the field of rebranding. The lack of systematic use of design thinking tools limits the ability of future engineers to effectively solve complex technical and marketing problems, which reduces the competitiveness of specialists. Goal. The goal is to investigate the role of design thinking in the rebranding process as a means of developing creativity and forming a comprehensive approach to technical and marketing tasks among students of engineering programs. Methodology. The research me- thodology is based on a comprehensive analysis of international and Ukrainian scientific sources, as well as practical cases illustrating the application of design thinking in rebranding. Particular attention is paid to the analysis of the stages of empathy, prob- lematization, ideation, prototyping, and iterative testing in engineering educational projects, with an emphasis on combining individual and collective forms of work. Results. The results of the study dem- onstrate that the integration of design thinking into educational programs significantly increases the creative activity of students and their readiness to solve complex tasks related to rebranding. Students effectively combine technical knowledge with market- ing strategy, acquire communication skills and learn to work together with stakeholders. The study of Ukrainian cases confirms the importance of consi- dering cultural and emotional aspects in the rebrand- ing process. Originality. The originality of the work lies in systematizing the role of design thinking in engineering education as a mechanism for developing creativity and complex thinking for rebranding tasks, particularly in the Ukrainian context. Practical value. The practical value lies in the formation of recommendations for the inclusion of design thinking in the educational process, which will contribute to increasing the competence of future engineers in activities related to brand transformation and inno- vative solutions at the intersection of technology and marketing.