Brandjacking —

Companies do everything in their power to earn the loyalty of their customers. So much so that the rapport organizations have with their user base can be seen as a potentially lucrative opportunity by threat actors. Brandjacking covers a number of techniques employed to redirect traffic from a popular company to the benefit of the brand jacker.

Brandjacking comes in a number of forms, from the simple namedropping big-name brands into promotional material and piggyback marketing, to full-on brand impersonation that includes the counterfeiting of a company’s logo, style, naming, website, and social media accounts, to conduct fraud campaigns or draw people to fake online stores.

While brandjacking is not always carried out with malicious intent, its ramifications are often detrimental to the target. For public figures, an instance of brandjacking may lead to negative publicity that affects their career, or for a company, it could lead to reputational damage that has a very real impact on sales, and even solvency.

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