# Brandjacking: what it is and how it works · Zorraquino
> Brandjacking is the appropriation of a brand’s identity or meaning by third parties, outside the owner’s control.
URL: https://www.zorraquino.com/en/dictionary/branding/brandjacking.html

# Brandjacking

Brandjacking is the appropriation of a brand’s identity or meaning by third parties, whether consumers, activists, competitors or impersonators, outside the owner’s control

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

The term combines brand and hijacking and is used in two senses. In the most common, especially online, it refers to unauthorised use: fake social media profiles, lookalike domains, critical parodies or campaigns that exploit the brand’s name. In a broader sense, it describes how a community adopts a brand and gives it uses or meanings the company had not foreseen.

This is why a distinction is sometimes drawn between positive brandjacking, when that appropriation opens opportunities, and negative brandjacking, when it damages identity or reputation. Either way, the brand loses some control over its narrative and needs to monitor and respond.

Also known as

brand hijacking

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Negative brandjacking](https://www.zorraquino.com/en/dictionary/branding/negative-brandjacking.html)
- [Positive brandjacking](https://www.zorraquino.com/en/dictionary/branding/positive-brandjacking.html)
- [Impersonation](https://www.zorraquino.com/en/dictionary/branding/identity-theft.html)