Brandjacking

Brandjacking

Short Description: Tactic of acquiring an online identity for the purpose of capitalizing on that brand's reputation.

CAT ID: CAT-2022-025

Layer: 8

Operational Scale: Multiple Scales

Level of Maturity: Observed in the Wild

Category: TTP

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Detailed Description: Tactic of acquiring an online identity for the purpose of capitalizing on that brand's reputational equity. This is often used to deliberately damage the reputation of the brand's entity.

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This is a form of derivative legitimacy in which the actor derives legitimacy from the thing that they are associating themselves with.