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

“Although I authored Brand X, ‘it is never too late to surrender former views to a better considered position,”’ Thomas wrote, borrowing language from Justice Robert Jackson in 1950.

From Seattle Times • Feb. 24, 2020

Almost everyone but jazz-heads forget Collins’ work with underappreciated fusion group Brand X, for whom he contributed deep into the ’70s.

From Salon • Nov. 8, 2015

In Brand X, for example, the Supreme Court said “an agency may not . . . depart from a prior policy sub silentio or simply disregard rules that are still on the books.”

From Forbes • Feb. 26, 2015

A question on a survey reads: "Do you prefer the delicious taste of Brand X or the taste of Brand Y?"

From Textbooks • Sep. 19, 2013

Brand X was a popular brand of sneakers.

From "Holes" by Louis Sachar