Why businesses need to track down their evil digital twins

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Crooks are impersonating your brand to attack customers, partners, and employees. How do you spot — and stop — an attack of the clones?
 
Brand, website, and corporate mailout impersonation is becoming an increasingly common technique used by cybercriminals. The World Intellectual Property Organization (WIPO) reported a spike in such incidents in 2025. While tech companies and consumer brands are the most frequent targets, every industry in every country is generally at risk. The only thing that changes is how the imposters exploit the fakes In practice, we typically see the following attack scenarios:

• Luring clients and customers to a fake website to harvest login credentials for the real online store, or to steal payment details for direct theft.
  
• Luring employees and business partners to a fake corporate login portal to acquire legitimate credentials for infiltrating the corporate network.
  
• Prompting clients and customers to contact the scammers under various pretexts: getting tech support, processing a refund, entering a prize giveaway, or claiming compensation for public events involving the brand. The goal is to then swindle the victims out of as much money as possible.
  
• Luring business partners and employees to specially crafted pages that mimic internal company systems, to get them to approve a payment or redirect a legitimate payment to the scammers.
  
• Prompting clients, business partners, and employees to download malware — most often an infostealer — disguised as corporate software from a fake company website.
  

The words “luring” and “prompting” here imply a whole toolbox of tactics: email, messages in chat apps, social media posts that look like official ads, lookalike websites promoted through SEO tools, and even paid ads.

These schemes all share two common features. First, the attackers exploit the organization’s brand, and strive to mimic its official website, domain name, and corporate style of emails, ads, and social media posts. And the forgery doesn’t have to be flawless — just convincing enough for at least some of business partners and customers. Second, while the organization and its online resources aren’t targeted directly, the impact on them is still significant.

Business damage from brand impersonation

When fakes are crafted to target employees, an attack can lead to direct financial loss. An employee might be persuaded to transfer company funds, or their credentials could be used to steal confidential information or launch a ransomware attack.

Attacks on customers don’t typically imply direct damage to the company’s coffers, but they cause substantial indirect harm in the following areas:

• Strain on customer support. Customers who “bought” a product on a fake site will likely bring their issues to the real customer support team. Convincing them that they never actually placed an order is tough, making each case a major time waster for multiple support agents.
  

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