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Brandjacking Definition

Marketing Definitions

14 Oct 2019 • 1 min read • Austin shong

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.

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