Abstract

This study explores how customer experience and omnichannel strategies contribute to building brand equity and achieving sustainable value creation in the digital age. The main question investigates how integrated customer touchpoints across physical and digital channels shape consumer perceptions and strengthen brand value. Using a qualitative approach, data were collected through literature study from academic sources, relevant case studies, and thematic analysis to identify the value creation. The study examines how consistent, personalized, and seamless experiences across channels foster emotional connections and trust, enhancing brand equity. Findings reveal that omnichannel integration allows brands to create a cohesive customer journey that amplifies satisfaction, loyalty, and advocacy. Moreover, customer experience acts as a strategic bridge between brand identity and value perception, turning engagement into long-term brand equity. The discussion emphasizes that in a competitive digital marketplace, sustainable value creation depends on how effectively a brand can align its technological capabilities with customer experiences. This research contributes to marketing literature by highlighting the qualitative link between omnichannel consistency, experiential branding, and sustainable value outcomes.