In today’s intensely competitive market, understanding how customers perceive a business is crucial and effectively personalizing a brand are crucial factors for achieving success. This paper presents a comprehensive study that combines fuzzy set theory and the VIKOR method to analyze customer perception and enhance brand personalization. The proposed approach aims to provide a systematic and quantitative framework to evaluate and rank brand personalization strategies based on customer perception. Fuzzy set theory is employed to handle the inherent uncertainty and vagueness in customer perceptions, enabling a more realistic representation of their preferences and opinions. The VIKOR method is utilized to determine the most suitable brand personalization strategy by considering multiple criteria simultaneously, including customer satisfaction, brand loyalty, and market share. To illustrate the effectiveness of the proposed approach, a case study is conducted in a competitive market segment. The fuzzy VIKOR method is applied to rank the brand personalization strategies and identify the most optimal solution. The results of the study demonstrate the importance of understanding customer perceptions and tailoring brand personalization strategies accordingly. The fuzzy VIKOR approach provides a practical and reliable method for decision-makers to assess the effectiveness of different brand personalization options and identify the most suitable strategy for improving customer satisfaction, loyalty, and market share.