Enter the percent of a brand’s total sales that come from a market and the percent of the total population in that market to determine the BDI (Brand Development Index).

BDI Calculator

Enter any 2 values to calculate the missing variable (use percentages like 25 for 25%).

BDI Formula

The following formula is used to calculate a brand development index: 

BDI = \frac{MBS}{MP} \times 100
  • Where BDI is the brand development index
  • MBS is the percentage of the brand’s total sales that come from a given market
  • MP is the percentage of the total population in the market

To calculate a brand development index, divide the percentage of the brand’s total sales that come from the market by the percentage of the total population in that market, then multiply by 100.

What is BDI?

BDI, short for brand development index, is a measure of the relative strength of a brand in any given market relative to the percent of the population in that market.

For example, if 40% of a brand’s total sales come from a market segment, and 35% of the total population is in that market segment, then the brand has an above-average BDI since its sales concentration in that market is higher than the population concentration.

How to calculate BDI?

The following example outlines the steps and information required to calculate a brand development index.

First, determine the percent of the brand’s total sales that come from a given market. For this example, 25% of the brand’s total sales come from the market.

Next, determine the percent of the total population that is in that market. For this problem, we are looking at the US market, and this particular market segment makes up 20% of the total population.

Finally, calculate the brand development index using the formula and information from steps 1 and 2.

BDI = (%MBS / %MP) × 100

BDI = (25 / 20) × 100

BDI = 125

A BDI of 100 indicates average performance relative to the population benchmark; values above 100 are above average, and values below 100 are below average.