Abstract
This study examines the applicability of group entitativity theory - the degree to which a collection is perceived as a unified entity - to consumer brand perceptions. Results reveal that brand entitativity and properties both differentiate brands and show strong correlations. Size is the strongest entitativity predictor, followed by interaction, similarity, and permeability. Cluster analysis identifies six brand types: performance, resemblance, task, intimacy, uniqueness, and loose association brands. Overall, brand entitativity and its properties delineate consumer brand characteristics, mirroring group perception patterns. The research presented here offers brand managers a new lens to assess the strength of their own and competitors' brands.