Answer:

brandx

Answer	Crossword Clue
BRANDX	Loser in many product comparisons
BRANDX	Unnamed commercial product
BRANDX	Taste test competitor

BRANDX	Generic advertising foil
BRANDX	Unnamed competitor, in ads
BRANDX	Taste test label
BRANDX	Comparison test item
BRANDX	Basis of a comparison
BRANDX	Secret taste-test label