Brand Development Index and Category Development Index
 
Brand Development Index (BDI)  
   
What it is: a measure of the relative sales strength of a given brand in a specific market area of the United States.
Category Development Index (CDI)  
What it is: a measure of the relative sales strength of a given product category in a specific market area of the United States.
   
How BDI + CDI are used: in combination, the indexes show how well a brand and its category are performing, as well as insight into determining the potential for growth and where and how much promotion and marketing effort should be allocated to the brand.
   
Calculate BDI and CDI:  
   
BDI = % of Brand As Total U.S. Sales in Market X  x 100
            % of Total U.S. Population in Market X
CDI = % of Category As Total U.S. Sales in Market X  x 100
               % of Total U.S. Population in Market X
   
   
Example:  
   
Benjamin Moore brand exterior paint sales in Toledo DMA = 1.17%
Exterior paint sales in Toledo DMA = 0.72%
Population of Toledo DMA = 0.387%

BDI = 1.17   x 100 = 302       CDI = 0.72  x 100 = 186  
        0.387                                  
0.387