This report examines the critical role of brand equity in achieving a competitive advantage within the Fast-Moving Consumer Goods (FMCG) industry. It begins with a literature review, defining brand equity and its models, and then explores the relationship between brand awareness, market penetration, and competitive strategies. The report analyzes how brand equity contributes to cost leadership, differentiation, and focus strategies, providing examples and insights. It also discusses the impact of brand equity on market position and profitability. The report concludes by identifying gaps in existing research, such as the reliability of information from various sources and the need for more comprehensive data. It highlights the importance of strong brand equity for long-term success in the competitive FMCG market.