THE IMPACT OF CUSTOMER EXPERIENCE ON PERSONAL BRAND VALUE PERCEPTION: A STRATEGIC APPROACH BASED ON SENSORY MARKETING AND ENCHANTMENT
DOI:
https://doi.org/10.47820/recima21.v6i8.6708Keywords:
Personal Brand. Costumer experience. Perception of Value.Abstract
In an extremely competitive landscape, with thousands of professionals with similar skills competing for the same market, coupled with the massive digital transformation that has occurred in recent years and the advent of artificial intelligence that is completely changing work relationships, it has become essential to understand how to strengthen the personal brand of those aspiring to prominent positions in their careers. This article aims to analyze how customer experience management and sensory marketing can contribute to increasing the perception of value and differentiation of a personal brand. The methodology used was based on a literature and document review. The results of this study indicate that, in addition to managing technical skills, attributes, communication, and presence—online and offline—it is essential for professionals to also strategically manage the experiences they offer. This fosters delight, generates emotional connection, and directly contributes to loyalty. The sensory experience at each touchpoint, combined with personal branding strategies, not only consolidates positioning but also becomes a competitive differentiator, as each interaction leaves a significant impression on the perception of the personal brand.
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