(in advertising) a competing brand or product not referred to by name but implied to be of inferior quality.
an unknown or little-known brand name or a product bearing it.
any item that one chooses not to refer to by name, especially when used as a basis of comparison.
Dictionary.com Unabridged Based on the Random House Unabridged Dictionary, © Random House, Inc. 2023
How to use Brand X in a sentence
"I don't go to strip clubs because I'm too good for them," he joked seriously in his Brand X warm-up act.
Whitman says that the “board relied on audited financials—audited by Deloitte, not ‘Brand X’ accounting firm, but Deloitte.”Hewlett-Packard Loses Billions on Sketchy Buyout of Autonomy | Alex Klein | November 20, 2012 | THE DAILY BEAST
In other words, simply finding that Democrats generally prefer Brand X to Brand Y tells you very little.Experts Bash Report Saying Shopping Explained by Politics | Jesse Singal | June 30, 2012 | THE DAILY BEAST