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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.
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Origin of Brand X

First recorded in 1965–70
Dictionary.com Unabridged Based on the Random House Unabridged Dictionary, © Random House, Inc. 2018