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Brand Intelligence FAQs
Brand Intelligence is the collective term used to define the practice of collecting and analyzing data that relates to customer sentiments and emotions about a brand to identify potential cyber threats. Typically, it involves the collection of data from various sources where consumers are discussing the brand, the application of brand intelligence tools for contextual data analysis, and leveraging these results to craft insights that can accurately predict consumer behavior and reach performance goals.
Examples of these goals include reducing customer churn or increasing customer satisfaction.
Brand Intelligence can help companies derive actionable insights to predict customer behavior and drive performance through improved customer satisfaction, customer experience, and customer loyalty. The benefits of Brand Intelligence in cybersecurity include better prediction of cyber threats, providing greater business value, and creating an exceptional customer experience that sets your business apart.
Brand Intelligence provides real-time visibility into cyber attacks orchestrated and executed outside of an organization’s security perimeter, including website, social media profiles, and other online properties or assets. It empowers security teams with critical information about brand-related cyber threats, enabling them to acquire full visibility into digital risks with real-time alerts, and act faster to secure the brand.
Brand Intelligence tools can help companies identify and prevent brand abuse by collecting and analyzing data related to customer sentiment and emotion about a brand. By leveraging the resulting insights, companies can predict consumer behavior and reach performance goals, such as reducing customer churn or improving customer satisfaction.
Five types of brand abuse can be prevented with competitive and actionable Brand Intelligence; these are:
1. Brand Impersonation:
Attackers often create fake websites or social media accounts to mimic legitimate brands to trick customers into sharing sensitive information.
2. Brand Reputation Damage:
Attacks may also resort to posting negative comments or reviews about a brand on social media or other platforms to further damage the targeted organization’s reputation.
3. Brand Counterfeiting:
In some instances, attackers can create counterfeit products that closely resemble a legitimate brand’s products and sell them to customers.
Phishing attacks typically originate when an attacker sends emails or messages appearing to be sent from a legitimate brand in an effort to trick customers into sharing sensitive information.
5. Brand Domain Infringement:
Domain infringement occurs when an attacker registers a domain name that is deliberately crafted to appear similar to a legitimate brand’s domain name. The intent behind this is to redirect this traffic to a fake or malicious website.
Artificial Intelligence (AI) can be a powerful tool for marketers and infosec personnel to improve their brand intelligence. AI helps remove barriers between brands and customers by providing deeper insights into customer behavior, thereby giving marketers key insights to improve user experience and tailor their communications to better suit their audience. AI can also help businesses identify and prevent brand abuse by collecting and analyzing vast quantities of data related to customer sentiment and emotions about a brand.
The benefits of Brand Intelligence are manifold, with applications of this intel benefiting marketing, product, and infosec teams across the board. Some key benefits that an organization can gain via Brand Intelligence are:
- Faster and more accurate prediction of cyber threats.
- Providing greater business value with insights from across the web.
- Crafting a better customer experience that is customized for your audience.
- Identifying and preventing incidences of brand abuse to take corrective action on.
- Gaining key insights into emerging trends and customer preferences to improve business offerings
Competitive Intelligence is necessary for brands to gather key information regarding a brand’s competitors to gain insights into their strategies, strengths, weaknesses, and market positioning. This allows firms to improve or optimize their own offerings to fill a niche and differentiate themselves. Through continuously monitoring a competitor’s online presence, marketing campaigns, customer feedback etc., an organization can get an accurate view of exactly where they stand in the marketplace in context to their competitors.
Competitive intelligence aims to identify opportunities that competitors may be missing, thereby giving your organization a competitive edge in terms of key differentiators, positioning, and pricing to gain a strategic advantage.