Abstract
This research explicates a previously unstudied concept of group brands(GB) which we describe as a distinct vehicle through which the identity of collective individuals is perceived by customers. This scenario involves a communal brand that encompasses several distinct (un)branded persons within its structure. In contrast, However, this brand type is distinct from product, service, or corporate brands that have been established in literature (Thomson, 2006). While the unique feature of GB distinguishes it, it also carries unique influence on consumers and other stakeholders. Our interrogation of literature and real life shows that there are two ways in which GB can be classified – formation and function. By formation, group brands are assembled or organic, while by function, they are funnelling or terminal. These classifications have been observed to be mutually independent. The relevance of our conceptualisation of this construct, in practical terms, informs the understanding of how young and older people consume and refrain from group brands.