Brand-Jacking

WHAT IS BRANDJACKING?

As the "Age of Social Media" grows exponentially, so does the variety and complexity of threats facing corporations. One of the newest and most damaging threats is that of "Brandjacking," essentially the hijacking of brand's online presence, typically on a social network. Coined by combination of two words "brand" & "jacking" – "Brandjacking" usually refers to an activity whereby someone acquires or otherwise assumes the online identity of another entity for the purposes of acquiring that person's or business's brand equity. The people involved in carrying out these kinds of activities are known as "brand assassins", who blatantly infiltrate upon the hard-earned and well established intellectual property of the brand / product over a prolonged period of time. Though the involved intermediaries have limited roles to play, serving just as a platform of utilization & hosting of the process for facilitation; there exists a huge legal divide which