Brand X

American  

[eks] / ɛks /

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.

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Etymology

Origin of Brand X

First recorded in 1965–70

Example Sentences

Brand X Internet Services that not only should courts defer to the experts, but every new administration also gets a free hand at changing what passes for expert opinion every four or eight years.

From Los Angeles Times

The same year, he developed a short-lived talk show for American TV, FX’s “Brand X With Russell Brand,” appearing with Matt Stoller, a liberal policy researcher.

From New York Times

“They wanted to do a more radical version of ‘The Daily Show,’” Stoller told me of “Brand X” in August.

From New York Times

If brand X has an important event coming up like back to school, a holiday, or the Super Bowl, you would develop campaigns with TV, print, out of home, and radio for specific windows of time.

From The Verge

In 1960s advertising, I might have three months to figure out a TV spot that goes on the air for brand X. Now you have social posts, you have down-funnel direct marketing and advertising, you have a million things that need to get made every single day.

From The Verge