ABSTRACT:Brand distancing refers to a branding approach in which a parent company develops and manages separate brands or product lines with their own identities, positioning, and communication styles. Although these brands may belong to the same organization, they are presented differently in the market to appeal to different consumer groups. This strategy allows businesses to address varied customer needs while protecting the image and positioning of their existing brands. The present study examines the concept of brand distancing and its relationship with consumer perception and purchasing behaviour. It focuses on how consumers respond when companies operate multiple brands, whether consumers recognize the connection between such brands, and how factors such as brand identity, quality, price, reputation, and trust influence their purchase decisions. The study follows a descriptive research approach and considers both primary and secondary sources of information. Primary data are intended to be collected through a structured questionnaire, while secondary information is drawn from books, journals, articles, company reports, and reliable online sources. The responses are proposed to be analysed through percentage analysis, tables, pie charts, and bar graphs using Microsoft Excel. The research is expected to provide an understanding of whether brand distancing helps companies expand their market reach, serve different customer segments, protect brand reputation, and influence consumer loyalty. It also considers the possibility that consumers may evaluate each brand independently without being aware of its parent company. The study therefore connects branding decisions with the practical behaviour and expectations of consumers in a competitive market. Keywords: Brand Distancing, Brand Positioning, Consumer Perception, Consumer Behaviour, Brand Equity, Market Segmentation, Brand Loyalty, Purchase Intention, Product Differentiation, Competitive Advantage.
CONSUMER PERCEPTION TOWARDS BRAND DISTANCING: A STUDY ON THE IMPACT OF BRAND DISTANCING ON CONSUMER PURCHASING BEHAVIOUR
ANSAL SHAJI KURIAN, NEHA RAKESH MUGULLU, ALZY STEPHEN NADAR, DR. PROF. SUNITA VIJESH YADAV