Brandjacking is an activity whereby someone acquires or otherwise assumes the online identity of another entity for the purposes of acquiring that person's or business's brand equity. The term combines the notions of 'branding' and 'hijacking', and has been used since at least 2007 when it appeared in Business Week referencing the term used in a publication by the firm MarkMonitor (MarkMonitor and its PR firm, the Zeno Group, coined the phrase; MarkMonitor registered the trademark, BrandJacking Index®, but left brandjacking as a term for use in the public domain). The tactic is often associated with use of individual and corporate identities on social media or Web 2.0 sites, as described in Quentin Langley's 2014 book Brandjack, and may be used alongside more conventional (offline) campaign activities.