Brand Potential Index (BPI)

Just when you thought a hot marketing exec would never marry a stats geek, those two get hot and heavy to create this useful metric.

When a brand’s market development index (MDI) loves a brand development index (BDI), they can intertwine to create a BPI, which provides a sense of how a product might sell in a given geography, based on consumer behavior, population density, and market penetration.

This information from the BPI can inform decisions about advertising allocations, regional price setting, and budgeting.