Top 5 Most Spoofed Brands in 2024

Phishing attacks remain a dominant cyber threat, often as the entry point for larger supply chain breaches. According to Check Point Research, Microsoft was the top phishing target in Q3 2024, accounting for 61% of all attacks, an increase from the previous quarter. Apple climbed further to hold 12%, while Google took the third spot with 7%.

In this blog, we’ll highlight the top 5 most spoofed brands 2024, explaining why these brands are frequently targeted and how scammers use their trusted identities to deceive users. We’ll also provide practical tips to help you recognize and avoid falling victim to these impersonation attempts.

Understanding Brand Spoofing

Brand spoofing is a sophisticated cyber threat where attackers impersonate trusted brands to trick users into revealing sensitive information. By leveraging trust in well-known brands, cybercriminals deploy phishing emails, fake websites, and malicious ads to achieve their goals. Here are brand spoofing’s tactics, targets, and impact in the table below:

Table 1: Brand Spoofing: Tactics, Targets, and Impact

How Brand Spoofing Works

Brand spoofing is not a simple cyber threat; it’s a well-orchestrated tactic leveraging human psychology and technology. Here’s how attackers exploit trusted brands to trick users:

1. Phishing Emails

Attackers send phishing emails that appear to come from trusted brands like Microsoft, Amazon, or Google. These emails often use:

• Urgent messages: Examples include “Your account has been compromised,” “Unusual login detected,” or “Your subscription is about to expire.” These provoke a panic response and push users to act immediately.
• Perfectly replicated branding: Cybercriminals now use advanced design tools and stolen email templates to make fake emails look identical to genuine ones. Even savvy users can find it hard to spot differences.
• Domain spoofing: Attackers slightly alter brand domains, such as changing "amazon.com" to “amzon-secure-login.com,” a subtle but dangerous trick.

94% of malware is delivered via email, and phishing remains the top vector for initial breaches, according to Verizon’s 2024 DBIR. Cybercriminals are using AI-powered tools to automate and personalize phishing emails, drastically improving their success rate.

2. Fake Websites

Attackers create fake websites that mirror legitimate brand pages. Users are often redirected to these sites through phishing emails, ads, or malicious links. These websites:

• Prompt users to enter credentials (e.g., Microsoft 365 logins, bank details, or personal information).
• Use SSL certificates to display the trusted padlock icon in browsers, fooling users into thinking the site is secure.
• Include high-quality visuals and real brand logos to appear professional and credible.

According to Check Point Research, in Q2 2024, 61% of phishing campaigns involved spoofed Microsoft login pages, targeting enterprises to steal credentials and access critical data. Attackers now deploy kit-based phishing, where ready-to-use templates for spoofed websites can be purchased on the dark web for as little as $20.

3. Malicious Ads and Social Media

Cybercriminals exploit paid ads and social media to mimic legitimate brands:

• On social media platforms, fake profiles impersonate trusted brands to offer discounts, customer support, or giveaways. Victims click links, leading to data theft.
• Malicious ads appear in search results, tricking users into clicking on spoofed links before the legitimate ones.
• Attackers use social engineering to build trust, sometimes even responding to comments or messages to appear genuine.

8 Key Facts About Spoofing and Brand Impersonation

Understanding the scale, methods, and impact of brand impersonation is significant for organizations to implement robust security measures and protect their data, finances, and reputation.

Let’s explore eight key facts that highlight the scope of this growing threat and why addressing it must be a top priority for security leaders.

1. Targeted Brands: According to Statista, 322 brands were targeted by phishing attacks in September 2024, a significant decrease from 508 brands reported in February 2024.
2. Most Imitated Brands: Research from Check Point reveals that in Q1 2024, Microsoft remained the most impersonated brand, accounting for 38% of all phishing attempts, followed by Google at 11%.
3. Industry Targets: Statista highlights that social media platforms were the most targeted by phishing campaigns in Q1 2024, comprising 37.6% of all incidents. Web-based software services and webmail platforms followed, accounting for 21% of the phishing activity.
4. Phishing Websites and Branded Emails: The rise in phishing sites and email spoofing highlights the scale of the problem. Techopedia reports that the number of unique phishing websites reached 5 million in 2023, marking the worst year on record for phishing activity. Additionally, 1 in 4 branded emails received by companies are spoofed to impersonate trusted organizations, deceiving employees and customers.
5. Employee Susceptibility: Despite increased awareness campaigns, employees remain a significant vulnerability for organizations. Proofpoint reports that 97% of employees struggle to identify sophisticated phishing threats. Furthermore, 1 in 3 employees clicks on phishing links, while 45% admit to clicking suspicious emails “just in case they’re important.” For targeted spear-phishing campaigns, the click rate rises to 53.2%, according to Station X.
6. Growth in Brand Impersonation: Check Point Research reveals that brand impersonation attacks have surged by over 360% since 2020, reflecting cybercriminals’ increased reliance on exploiting trusted brand names to deceive users.
7. Social Engineering in Attacks: The Verizon DBIR emphasizes that 98% of cyberattacks involve social engineering tactics such as spoofing and phishing, demonstrating how attackers leverage human behavior as a primary attack vector.
8. Financial Impact of Phishing: Phishing continues to be a major driver of breaches worldwide. According to the Verizon Data Breach Investigations Report, 36% of all U.S. data breaches in 2023 were directly linked to phishing attacks.

The Top 5 Most Imitated Brands in Phishing Attacks 2024

Knowing which brands are most commonly imitated can help you stay vigilant and protect yourself from phishing scams. Here are top 5 spoofed brands in 2024:

1. Microsoft

According to Check Point Research's Brand Phishing Ranking Q3 2024, Microsoft remains the most imitated brand, accounting for 61% of all brand phishing attempts. Cybercriminals exploit Microsoft’s widespread use of services like Outlook and Office 365 to send fake account alerts and login requests. Always verify the sender’s details and avoid clicking on urgent verification emails.

2. Apple

Apple holds the second spot in phishing attempts, making up 12% of attacks in Q3 2024. Scammers often send fake Apple ID verification emails and iCloud security alerts. Be cautious of emails asking for immediate action and verify through official Apple support.

3. Google

Google climbed to third place, representing 7% of phishing attacks in Q3 2024. Phishing attempts often mimic Gmail login pages and Google Docs sharing notifications. Double-check unexpected document alerts and verify links carefully.

4. Facebook

Facebook accounts for 3% of brand phishing attempts in Q3 2024. Attackers send fake security alerts or friend request notifications to steal login credentials. Be wary of emails prompting you to reset your password or check unusual activity.

Learn how to protect yourself from these scams with our guide on social media scam prevention.

5. Amazon

Amazon remains a popular target, with 1.2% of phishing attempts in Q3 2024. Scammers frequently use fake order confirmations, delivery notifications, and special offers to steal personal information. If in doubt, log in directly to your Amazon account to verify any suspicious emails.

How to Prevent a Brand Spoofing Attack

Spoofing attacks are becoming more sophisticated, making them harder to detect. Let’s dive into the key strategies to identify and prevent these threats.

1. Be Cautious with Unexpected Notifications

Be wary of surprise messages. Whether it’s an email or SMS, always verify unexpected notifications before taking any action. If you receive an alert about an account issue or an offer that seems too good to be true, verify its authenticity by checking directly from the official website or app. Avoid clicking on links or downloading attachments from unverified sources.

2. Scan for Spelling, Grammar, and Design Inconsistencies

Often, spoofed communications are riddled with errors. Look out for spelling mistakes, awkward grammar, and inconsistencies in the design, such as off-brand color schemes or logos. These discrepancies are dead giveaways that even seasoned fraudsters sometimes overlook. Always compare suspicious messages with official communications you’ve received before.

3. Domain Name Verification

A crafty substitution in a URL could lead to disaster. Cybercriminals often create domains that look nearly identical to legitimate ones, changing a single character or adding a minor variation. Always inspect domain names meticulously by hovering over links and verifying their legitimacy. For example, a genuine domain might be company.com, while a spoofed one could be compaany.com or company.co.

4. Analyse Suspicious Emails

When you suspect a spoofed email, use phishing analysis tools to investigate further. Services like Keepnet’s free phishing analysis provide a quick and easy way to check whether an email is fraudulent. Simply upload the email to the analysis tool and review the report for potential red flags. Visit Keepnet to explore their free phishing analysis service.

5. Use Google Chrome’s New “Tune” Icon

Google Chrome has introduced a feature called the “Tune” icon, which helps users manage site permissions and control their privacy settings easily. Use Google’s Tune Icon feature to limit exposure to malicious websites and reduce the risk of being targeted by spoofing attacks. Keeping your browser and its security features updated is essential for mitigating such threats.

6. Strengthen Your DMARC Settings

Implementing and maintaining robust DMARC (Domain-based Message Authentication, Reporting, and Conformance) settings is critical to preventing spoofing attacks. DMARC helps ensure that only authorized senders can use your domain to send emails. Regularly monitor and analyze DMARC reports to identify unauthorized usage of your domain and take immediate corrective actions.

7. Enhance Your Email Security

Conduct breach simulations and email gap analysis to identify vulnerabilities in your email security gateway. These assessments help pinpoint areas of weakness that could be exploited by attackers. Strengthen your email security infrastructure such as anti-phishing filters, sandboxing, and AI-driven anomaly detection.

8. Use Threat Intelligence Services

Threat intelligence services provide valuable insights into current attack trends and emerging threats. By leveraging Threat Intelligence Sharing platforms, organizations can stay one step ahead of cybercriminals. These platforms help identify spoofing tactics, malicious domains, and other attack indicators, enabling you to proactively block potential threats before they reach your users.

9. Establish a Spoofing Incident Response Team

Create a dedicated team to respond to brand spoofing incidents. This team should have clear protocols for identifying spoofing attacks, reporting them to relevant platforms, and communicating with customers who might be affected. A rapid response can minimize the impact of such attacks.

10. Implement CAPTCHA on Login and Contact Forms

Adding CAPTCHA to your website’s login and contact forms can prevent bots from exploiting these touchpoints to harvest information for spoofing campaigns. Ensure CAPTCHA solutions are user-friendly to minimize friction for legitimate users.

How Keepnet Helps Organizations Combat Brand Spoofing

Brand spoofing has remained one of the most significant cyber threats throughout 2024, impacting businesses of all sizes.

Keepnet offers a suite of targeted solutions to help your organization stay resilient against brand spoofing threats:

• Keepnet Phishing Simulator: Strengthen your employees' ability to spot and respond to brand spoofing with realistic phishing simulation templates using commonly spoofed brands.
• Security Awareness Training: Equip your workforce with engaging, up-to-date training modules focused on identifying and preventing brand impersonation in phishing attacks.
• Keepnet Human Risk Management Platform: Identify vulnerabilities, monitor user behavior, and take proactive steps to minimize risks tied to brand spoofing.
• Phishing Incident Response: Analyze and respond to brand spoofing attacks up to 168 times faster. Exchange threat intelligence on brand spoofing with a trusted communities and let 1 million threat hunters to protect your organization.

Editor's note: This blog is updated on December 19th, 2024.