The purpose of this study was to determine the effect of advertising on brand equity in the retail industry – case of Melcom Ghana Limited. There were three specific objectives in the study – to find out the emphasis placed on the different elements in building brand equity of Melcom; to ascertain the most effective type of advertising in building brand equity and to examine the relationship between advertising and brand equity. The research design adopted for the study was quantitative approach. A sample size of sixty (60) was selected for the study. A structured questionnaire was used to gather primary data from respondents. SPSS was used in analysing the data.