Brandjacking

Brandjacking occurs when someone assumes the online identity of a person (usually famous) or a business’ brand.

The term was coined by MarkMonitor. In Brandjacking, the hijacker assumes a target’s identity on social media or buying domains.

Similar to cybersquatting, identity theft, and phishing in nature, Brandjacking usually is an attack that leverages a politician, celebrity, or business’ identity.

A Brandjacker may not only seek to leverage the known brand for financial gain but may instead seek to damage the reputation of its target for hostile, malicious, or for political reasons.

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