Brand protection: what if it is also a cybersecurity issue?

In the hyper-connected world in which companies operate, brand protection has long transcended the boundaries of marketing or copyright. Digital identity has become a distributed asset, accessible from anywhere on the network and therefore exposed to previously unthinkable risks.

A brand is not just a distinctive sign: it is the set of values, trust and expectations that a user associates with an experience. It is a promise. When this promise is circumvented or manipulated by outsiders, the consequences can be serious. An increasingly frequent example is that of fake apps, distributed through unofficial channels, designed to look authentic and able to mislead users, stores and search engines.

Fake apps: a real threat, often underestimated.

In recent years, the phenomenon of fake apps has been growing steadily. These are cloned, modified or “wrapped” versions of official apps, published by unauthorised actors who exploit the visual identity and name of the original brand to mask the fraudulent nature of the content.

Many of these apps are distributed through alternative stores, outside the official channels such as Google Play or the Apple App Store. They move in less regulated environments, where security controls are limited or absent altogether. In these environments, publication is rapid, verification minimal and user exposure much higher.

The consequences for those who download these apps can include data theft, device infection, activity tracking or silent execution of malicious code. But the damage does not end with the user.

The company that unknowingly finds itself associated with these incidents suffers a direct impact on its reputation. The appearance of poor security or lack of user care can erode trust, reduce retention and negatively impact the perceived value of the brand.

Cybersecurity and brand protection: a strategic combination.

Many companies still regard brand protection as a function linked to legal management or crisis communication. This approach alone is no longer sufficient today. Digital identity protection also requires technical supervision, capable of quickly identifying and containing threats in the distributed contexts in which they move.

Monitoring alternative channels, intercepting unauthorised uses of the brand, detecting changes to official packages and actively guarding distribution platforms are activities that are fully within the remit of cybersecurity. Activities that, to be effective, must be continuous, automated, and scalable.

It is not just a matter of knowing if the brand is under attack. What is needed is the ability to understand where and in what form it is being misused, to promptly activate countermeasures and protect both the user and the market value of the brand.

The risk to the brand is real.

Dealing with these scenarios requires a change of perspective. It is necessary to anticipate risks, detect abnormal behaviour at an early stage and activate countermeasures before they turn into reputational crises.

This type of protection cannot be entrusted to a single department. What is needed is shared governance, also involving the IT area and the cybersecurity function, equipped with appropriate tools to operate on a large scale. Continuous and specialised monitoring allows you to spot fake apps, suspicious packages and clones of your product before they become vehicles of harm.

Including cybersecurity within brand protection policies means making this activity a living, central and proactive function, no longer relegated to managing critical cases.

How much control do we really have over our digital brand?

Every day, new apps are released on official and alternative stores. Some are illegitimate replicas of existing apps, others exploit recognisable logos, names or graphics to appear trustworthy. Detecting them in time is not easy, especially when they move in distributed and unregulated environments.

That’s why Mobisec has developed AppSentry: a solution designed to help companies monitor their brand presence in the mobile world, detect suspicious apps and promptly counter threats that lurk outside the official perimeter.

If you are looking for an effective way to increase control over your digital identity, AppSentry is the place to start.

Find out how it works and protect your brand with a structured and continuous approach.