Pronunciation: (eks), [key]
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, esp. when used as a basis of comparison.
Random House Unabridged Dictionary, Copyright © 1997, by Random House, Inc., on Infoplease.