This Presentation is talking about Brand Development Index!

1. Amir NikKhah

2. 1
Brand is the name, term, design,
symbol, or any other feature that
identifies one seller's product distinct
from those of other sellers.
The outward expression of a brand,
including its name, trademark,
communications, and visual
appearance is Brand Identity.

3. 2
A Strong Brand should have following characteristics:
1) Symmetry
2) Appropriate Place
3) Tolerance
4) Credibility
5) Inspiration
6) Uniqueness
7) Attraction

4. BRANDING
The process involved in creating a unique
name and image for a product in the
consumers' mind, mainly through advertising
3
campaigns with a consistent theme.
Branding aims to establish a significant and
differentiated presence in the market that
attracts and retains loyal customers.

5. 4
Brand Development
The process of improving a brand or improving
customers' knowledge and opinions of a brand.
The perception of your brand will ultimately
determine the success of your company.
Your brand isn’t what you say it is. It’s what
your market says it is.
Every exchange with your market is an
opportunity to shape this perception, make
a connection, build trust, and strengthen
customer loyalty.
A metric of marketing success that
measures the number of sales
within a specific market. The
calculation is expressed as the
number of unit sales per thousand
people within a geographic area.

6. 5
Brand Development Index
Brand Development Index or BDI quantifies
how well a brand performs within a specific
group of customers, compared with its average
performance among all customers.
It measures the relative sales strength of a
brand within a specific market.
The purpose of the BDI metric is to quantify
the relative performance of a brand within
specified customer groups.
The Brand Development Index helps
marketers identify strong and weak segments
(usually demographic or geographic) for
individual brands.

7. 6
Brand Development Index
BDI = (Brand sales to group ÷ Households in group) ÷ (Total brand sales ÷ Total households)
or
BDI = (Brand sales to group ÷ Total brand sales) ÷ (Households in group ÷ Total households)

8. 7
Category Development Index
CDI = (Category sales to group ÷ Households in group) ÷ (Total category sales ÷ Total households)
or
CDI = (Category sales to group ÷ Total Category sales) ÷ (Households in group ÷ Total households)

9. 8
BDI & CDI
High market share
Good market potential
Low CDI High CDI
High BDI
Low BDI
Low market share
Good market potential
High market share
Monitor for sales decline
Low market share
Poor market potential

10. 9
BDI & CDI
The market usually represents
good sales potential for both
the product and the brand.
Low CDI High CDI
High BDI
Low BDI
The product category shows high
potential but the brand isn’t
doing well; the reason should be
determined.
The category isn’t selling well
but the brand is; may be a good
market in which to advertise
but should be monitored for
sales decline.
Both the product category and
the brand are doing poorly; not
likely to be a good place to
advertise.

11. 10
EXAMPLE