Brand X

[ eks ]

noun

1. (in advertising) a competing brand or product not referred to by name but implied to be of inferior quality.
2. an unknown or little-known brand name or a product bearing it.
3. any item that one chooses not to refer to by name, especially when used as a basis of comparison.

Word History and Origins

Origin of Brand X¹

First recorded in 1965–70

Example Sentences

"I don't go to strip clubs because I'm too good for them," he joked seriously in his Brand X warm-up act.

From The Daily Beast

Whitman says that the “board relied on audited financials—audited by Deloitte, not ‘Brand X’ accounting firm, but Deloitte.”

From The Daily Beast

In other words, simply finding that Democrats generally prefer Brand X to Brand Y tells you very little.

From The Daily Beast