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