Brandjacking Definition

brandjacking definition

What is Brandjacking?

Brandjacking definition: brandjacking is the process of assuming the identity of a brand to tap into their audience and undermine its brand identity, authority, integrity or messaging.

Brandjacking can be considered a type of negative advertising and is often used for political purposes.

For example:

Oxfam Novib created this video titled “The Bitter Taste of Sugar” that poses as a Coca-Cola advert, but then delivers a swift political message:

Brandjacking is also used for:

  • Comedy and satire
  • Scamming existing consumers
  • Creating fake news about a brand

It is important for brands to be vigilant about brandjacking and implement preventative measures.


Popularity of the term Brandjacking


Concept related to Brandjacking


Additional resources about Brandjacking


Loomly is the ultimate Brand Success platform that helps your marketing team manage, nurture and amplify your communication on social media. Start your 15-day free trial now.