Omnichannel Marketing and Its Effectiveness in Building Strong Brand Equity in the FMCG Sector

Abstract: The Fast-Moving Consumer Goods industry runs in a dynamic and highly competitive environment where strong brand equity is considering a major determinant of success in the market. Nowadays consumers interact with brands across multiple platforms, in this scenario, the omnichannel marketing has become crucial in shaping the brand perceptions and driving brand loyalty. This research paper explores how omnichannel marketing strategies is contributing in building and enhancing brand equity in the FMCG sector. It look into the fundamental components of omnichannel marketing and its effect on brand awareness, perceived quality, brand loyalty, and brand associations and supports the analysis with case studies from major FMCG companies like HUL, Nestlé, ITC, and Dabur.