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.

Calculate
BDI is calculated by:

$$A%/X%$$

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.

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.