Brand abuse is the unauthorized use of a recognizable name, logo, or other identity to make a message, website, account, or service appear trustworthy. Attackers may imitate a company, public organization, or event to mislead people into clicking links, sharing credentials, sending money, or disclosing information.
It matters because trust in a familiar brand can bypass a person’s normal caution. Defenders can reduce risk by protecting official domains and social accounts, monitoring for impersonation, and publishing through consistent, authenticated channels. Users should verify unexpected requests through a known official website or contact method rather than relying on a logo or display name alone.