Calculate BDI or find a missing value from brand sales share and market population share using any two inputs in percentages quickly.
Customize This Calculator
Build your own version. Describe what you want changed, added, or compared.
- All Business Calculators
- CDI (Category Development Index) Calculator
- Cost Per View Calculator
- Cost Per Lead (CPL) Calculator
- Concentration Ratio Calculator
BDI Formula
BDI stands for Brand Development Index. It compares a brand’s sales in a market to that market’s share of the total population. A BDI of 100 means the brand is performing in line with the market’s population share. Above 100 means stronger-than-average performance, and below 100 means weaker-than-average performance.
- BDI = Brand Development Index
- PBS = percent of the brand’s total sales that come from the market
- PPM = percent of the total population that is in the market
If you are solving for the brand sales percentage instead, the formula is rearranged as:
If you are solving for the market population percentage, the formula is rearranged as:
- Calculate BDI: Enter the percent of brand sales from the market and the percent of total population in the market.
- Calculate percent of brand sales: Enter BDI and the percent of total population in the market.
- Calculate percent of total population: Enter BDI and the percent of brand sales from the market.
BDI Result Interpretation
Use the table below as a general guide for reading a BDI result.
| BDI Range | Meaning | Basic Interpretation |
|---|---|---|
| Less than 100 | Underdeveloped market | The brand’s sales share is lower than the market’s population share. |
| 100 | Average development | The brand’s sales share matches the market’s population share. |
| Greater than 100 | Strong market | The brand’s sales share is higher than the market’s population share. |
Common BDI Inputs
BDI is based on percentages, not raw counts. The sales and population inputs should use the same market definition.
| Input | Example | How to Enter It |
|---|---|---|
| Percent of brand’s total sales from the market | A region produces 18% of total brand sales | Enter 18 |
| Percent of total population in the market | The same region has 12% of the total population | Enter 12 |
| BDI | The calculated index is 150 | Enter 150 if solving for a missing percentage |
Example
Example 1: Calculate BDI
A market accounts for 20% of a brand’s total sales and 10% of the total population.
The BDI is 200. This means the brand performs twice as strongly in that market as the population share would suggest.
Example 2: Calculate Percent of Brand Sales
A market has 15% of the total population, and the brand has a BDI of 120 in that market.
The market accounts for 18% of the brand’s total sales.
FAQ
What does a BDI over 100 mean?
A BDI over 100 means the brand is selling better in that market than expected based on the market’s population share. For example, if a market has 10% of the population but produces 15% of the brand’s sales, the BDI is 150.
What does a BDI below 100 mean?
A BDI below 100 means the market contributes a smaller share of brand sales than its share of the population. This can indicate weaker brand performance, lower awareness, less distribution, different customer preferences, or other market-specific issues.
Is BDI the same as market share?
No. Market share compares a brand’s sales to total category sales in the same market. BDI compares the brand’s sales concentration in a market to that market’s population concentration. BDI is useful for seeing where a brand is overdeveloped or underdeveloped geographically.
