Brand Development Index (BDI) and Category Development Index (CDI)
Brand Development Index (BDI) relates the percent of a brand's sales in a market to the percent of the U.S. population in that same market.
Category Development Index (CDI) relates the percent of a category's sales in a market to the percent of the U.S. population in that same market.
Formula:
|
|
- Indexes should be expressed as whole numbers.
- BDI and CDI assume that the U.S. population represents the "norm" or base of "100."
- Markets with the highest index numbers do not necessarily represent
the best potential.