What is Brandjacking? How to Safeguard Your Business in the Digital Age
- Richard Keenlyside
- 2 days ago
- 3 min read
TL;DR
Brandjacking is when a third party exploits a brand’s identity without permission, often online, to mislead or profit. This blog explores brandjacking, real-world examples, and practical steps to protect your business. Intology offers strategic support to mitigate digital brand risks and ensure your brand’s integrity.
What is Brandjacking?
Brandjacking, short for brand hijacking, occurs when an individual or entity exploits a well-known brand's identity, often online, without authorisation. The objective is typically to deceive customers, spread misinformation, or profit from the brand's reputation. Brandjacking can range from counterfeit social media profiles and fake websites to unauthorised use of logos or ad campaigns.
In today’s interconnected digital economy, brandjacking poses a severe threat to companies of all sizes. It not only undermines brand credibility but also causes financial loss, reputational damage, and customer trust erosion.
Real-World Examples of Brandjacking
Fake Social Media Accounts Fraudsters often create duplicate profiles of high-profile brands to promote scams or misleading messages. These impersonators can quickly amass followers before the brand even notices.
Phishing Campaigns Cybercriminals send emails that mimic legitimate brand communications to trick customers into divulging personal data or login credentials.
Domain Squatting Registering misspelled or similar domain names (e.g., g00gle.com) can redirect traffic to malicious sites or competitors.
Counterfeit Products on Marketplaces Fake listings on platforms like Amazon or eBay can hurt brand trust and result in lost revenue.
Why Brandjacking is a Growing Concern
Brandjacking thrives in an era where content goes viral instantly, and social media is a major communication channel. Digital marketplaces, global audiences, and fast-moving news cycles make brand integrity more vulnerable than ever.
Some contributing factors include:
Global accessibility of brand assets
Limited policing of online content
Ease of domain registration and social media account creation
Increased phishing and cyberattacks
Brandjacking is more than an annoyance—it’s a cybersecurity and brand equity issue that demands a strategic, technical response.
How to Safeguard Your Business from Brandjacking
To protect your brand effectively, businesses must implement a proactive, multi-layered strategy. Here’s how:
1. Register All Relevant Domains
Secure all variations of your domain name, including misspellings and common extensions (.com, .co.uk, .net).
2. Monitor Social Media & Online Mentions
Utilise tools like Brandwatch, Mention, or Google Alerts to stay informed of brand mentions. Act swiftly against unauthorised profiles.
3. Trademark Your Brand Elements
Register your company’s name, slogan, and logo to make enforcement easier in the case of misuse.
4. Implement DMARC, DKIM & SPF Email Security
Prevent email spoofing by configuring proper email authentication protocols.
5. Use Digital Risk Protection Services
Invest in solutions that scan the web, dark web, and social media for fraudulent activities linked to your brand.
6. Establish Clear Reporting Channels
Make it easy for customers and employees to report suspected impersonation or scams quickly.
7. Work with a Specialist Consultancy like Intology
A business and IT transformation partner can create a bespoke digital protection and risk management framework.
How Intology Can Help
As a specialist consultancy in Business and IT Transformation, Intology helps organisations understand, prevent, and respond to brandjacking threats. Our approach includes:
Comprehensive digital risk assessments
Strategic IT infrastructure design
Implementation of automated monitoring tools
Cybersecurity training for internal teams
Legal and compliance consulting regarding IP protection
By integrating cybersecurity with brand governance, we empower businesses to maintain trust and safeguard digital assets across every channel.
FAQs
What is the difference between brandjacking and spoofing?
Brandjacking refers to the broader exploitation of a brand's identity, while spoofing usually refers to a specific technical deception, like email forgery or fake websites.
Can small businesses be brandjacked?
Yes. Small and medium-sized enterprises are often more vulnerable because they may lack the resources for active monitoring and enforcement.
How can I tell if my brand is being hijacked?
Unusual customer complaints, sudden traffic drops, or fraudulent listings are often early signs. Regular brand monitoring can help detect issues quickly.
What should I do if I’m a victim of brandjacking?
Document the incident, contact the platform hosting the fraudulent content, report to relevant authorities, and consult with a brand protection expert like Intology.
Conclusion
Brandjacking is an evolving threat that demands a vigilant, informed response. It impacts not just your bottom line but your customer relationships and long-term brand value. By investing in protection strategies and working with expert partners like Intology, your business can mitigate risks and reinforce its digital presence.
Intology is a specialist, independent business consultancy that specialises in Business & IT transformation.
Email: info@intology.coCall: +44(0)1642 040 103 to find out more.
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