Brand Development Index

Brand Development Index or (BDI) measures the relative sales strength of a brand within a specific market (e.g. Pepsi brand in 10 - 50 year old's). It is a measure of the relative sales strength of a given brand in a specific market area.

Brand Development Index or (BDI) is the index of brand sales to category sales.

Calculate

BDI is calculated by:

$(A\%/X\%)\; *\; 100$

where A is the percentage of a brand's total sales in a specific market area, and X is the percentage of the total population in that market area. [Govoni, Norman A. " [http://promoprof.babson.edu/Glossary/b/GlossaryB.htm| Dictionary of Marketing Communications] ", SagePublications, Inc, 2004.]

Uses

The BDI is especially useful in conjunction with the Category Development Index (CDI). It can be used in deciding the allocations in the media to which a specific brand is advertised. It can also be used to determine how much advertising, or promotion effort is, or should be put in that specific market.

References

2. Philip Kotler et al. "Marketing Management 13th Edition", Prentice Hall, 2009