Research Librarian
Marketing Division
Entrepreneurship Division
Explanation
Definition: "The BDI is a measure of the relative sales strength of a given brand in a specific market area of the United States."
To calculate: "Divide the percent of brand A's total U.S. sales in market X by the percent of the total U.S. population in market X, then multiply the result by 100 to get the index number."
"It is especially useful, along with the Category Development Index (CDI), in deciding media allocations and how much advertising or other promotion effort to put in different market areas."
(The above is from Professor Govoni's website).
Finding a Company's Brand Sales
To find out your product's brand sales in a specific geographic region you may have to make some educated assumptions after looking at the following resources:
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Factiva
Search the world's leading business & news publications, incl. WSJ & Barron's. -
Mergent Online
Find SEC filings including company financials, competitor, customer, and supplier information, recent analyst reports, and more on US and global companies. Also includes industry reports and country snapshots.
Projected Number of People who Use Your Product
Use these resources to find the projected number of people who use your product.
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MediaMark MRI+
To access Mediamark users must register with a Babson email address. Please contact research@babson.edu for the registration code.
Find spreadsheets containing demographics, lifestyles, product and brand usage and advertising media preferences. -
SimplyAnalytics
A web based mapping application with thousands of demographics, business and marketing data.
