By Ankit Sharma

A customer searches for a well-known brand online, clicks the first link they see, and logs in — only to realise later that their bank account has been emptied. This isn’t just a rare scam; it’s a growing cybercrime epidemic. Fake apps and fraudulent websites that mimic trusted brands are on the rise, tricking consumers and businesses alike. The impact? Financial loss, reputational damage, and eroded customer trust.

Cybercriminals are no longer just targeting individuals; they are attacking brand identity itself. Businesses must take a stand before fraudsters take control.

Rise Of Brand Impersonation Scams

Brand impersonation scams have exploded in recent years, with criminals using two primary tactics: fake apps and look-alike URLs.

Fake Apps: A Trojan Horse On Your Phone

Fraudsters create counterfeit apps that appear identical to legitimate ones, complete with company logos, brand colours, and convincing user interfaces. These fake apps often find their way into unofficial app stores, third-party websites, and sometimes even Google Play or the Apple App Store. Once downloaded, these apps can:

  • Steal login credentials – Users unknowingly enter usernames and passwords into a fake interface.
  • Deliver malware – Malicious software embedded in the app can monitor keystrokes, access sensitive data, or hijack mobile banking sessions.
  • Commit financial fraud – Some fake apps directly process payments but never deliver products, scamming customers while damaging brand trust.

A prime example occurred in 2023 when scammers distributed a fake cryptocurrency wallet app that appeared in major app stores. Users transferred their assets, only to watch them disappear.

According to recent reports, Google took down over 2.36 million fake or malicious apps from the Play Store in 2024, blocking them from being published due to violations of their security policies and potential risks to users. Alongside blocking the apps, Google also banned over 158,000 developer accounts associated with attempting to publish these malicious apps.

Fake URLs: The Digital Masquerade

Fake URLs, or domain spoofing, trick users into believing they are visiting an official website. Attackers create near-identical versions of real banking, e-commerce, and social media sites, hoping users won’t notice minor differences in the web address.

For example:

✅ Legit: www.yourbank.com❌ Fake: www.yourbánk.com

Once a victim enters their login credentials on the fake site, attackers capture them in real time and use them to steal funds, compromise accounts, or sell the information on the dark web.

According to the Anti-Phishing Working Group (APWG), brand phishing attacks surged by 47% in 2023, with finance, e-commerce, and social media companies being the top targets.

Why Cybercriminals Target Brands

Cybercriminals exploit brands for one simple reason: trust. Customers recognise and rely on familiar logos, website layouts, and app designs. Criminals use this trust to trick users into lowering their guard, believing they are interacting with a legitimate business.

For businesses, brand impersonation isn’t just a cybersecurity issue — it’s a reputational and financial crisis. A single fake website or fraudulent app can lead to:

  • Lost Revenue – Customers scammed by counterfeit sites often blame the real brand, refusing to do business with them again.
  • Customer Distrust – If consumers believe a brand can’t protect its identity, they may hesitate to engage with the real company.
  • Legal Consequences – Failing to act against brand impersonation could lead to lawsuits, regulatory fines, or compliance failures.

How to Spot and Prevent Brand Impersonation

Both businesses and consumers must be proactive in detecting and preventing these scams.

Businesses Need To Protect Brand Identity

Monitor Your Brand Online

  • Use digital risk protection services to track unauthorised use of your brand name, logos, and domain variations.

Secure Domains and App Names

  • Register similar variations of your official website (e.g., .net, .co, .org) to prevent criminals from setting up look-alike sites.
  • Maintain control over your brand’s app presence to prevent impersonation.

Deploy AI-Powered Threat Detection

  • Advanced cybersecurity tools can scan for fake websites, fraudulent apps, and phishing attempts in real-time.

Educate Employees and Customers

  • Warn users about emerging scams and teach them how to recognise official communications.
  • Train employees to verify suspicious emails, links, or app downloads.

Work with Law Enforcement and Tech Platforms

  • Report fraudulent sites to domain registrars and work with app store providers to remove counterfeit apps.
  • Engage with cybersecurity firms that specialise in takedown services for fake domains and applications.

Consumers Need To Recognise Fake Apps & Websites

Verify URLs Before Clicking

  • Hover over links in emails before clicking. Look for subtle spelling changes or extra characters.

Download Apps from Official Sources

  • Stick to verified app stores like Google Play and Apple’s App Store.
  • Avoid downloading apps from pop-up ads, social media links, or unknown sources.

Enable Multi-Factor Authentication (MFA)

  • Even if criminals steal your password, MFA adds an extra layer of security, preventing unauthorised access.

Look for Security Indicators

  • Ensure the website uses HTTPS (though some fake sites do as well).
  • Check for grammar or design inconsistencies on a webpage or app.

Cybercriminals will continue refining their tactics, making it critical for businesses and consumers to stay ahead. The fight against brand impersonation requires a collaborative approach — one that involves businesses protecting their digital identity, customers staying informed, and law enforcement cracking down on fraud networks.

The bottom line? Brand protection isn’t just about cybersecurity — it’s about preserving customer trust. In an era where digital deception is at an all-time high, vigilance is the best defence.

(The author is the Senior Director and Head - Solutions Engineering at Cyble)

Disclaimer: The opinions, beliefs, and views expressed by the various authors and forum participants on this website are personal and do not reflect the opinions, beliefs, and views of ABP Network Pvt. Ltd.