Maybe they do not have branded and registered name for Binance coin and Binance exchange.
Well aside from the name Binance coin which is totally the name of Binance's BNB you won't see and direct impersonation from what the original Binance company is offering aside from their misleading name. First off this Binance rip-off is just a HYIP scam website without really offering any kind of IPO/token of their own. From what I see they are trying to fool people about high fixed gains from their trading plan as compared to what Binance coin actually is. We can maybe only start to see Binance take some action to this when actual people start to complain about them being victimized by this HYIP website, until then we can expect them to be silent about this matter.