The purpose of this research is to understand the role of branding in influencing consumer purchase decisions among youth in apparel. For this research, primary data was collected through a questionnaire from a sample size of 251 respondents. The result concluded that there are two major branding factors: brand image, which is more concerned with the perceptions of the brand by consumers, and brand features, which are more concerned with expectations from the brand. From the study, it is clear that the role of branding remains the same, irrespective of the stated demographics. Branding plays a general role for all categories of the population. The latest mode through which consumers connect with brands is social media, followed by showrooms, advertisements & banners and emails. It suggests that the brands need to pay attention to establishing contacts and embracing digital technology much more effectively. The majority of respondents preferred branded clothing over local clothing, and thus opportunities are paving way for companies to establish brand identity for their products. Consumers today are brand conscious like never before, and the direction is towards the emergence of much more sophisticated ways of doing business and consumer purchase behaviour through branding. The brands have opportunities to turn occasional buyers into habitual ones by bringing in innovative techniques for fulfilling their needs through branding.