Brand Potential Index


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Brand Potential Index

Also called the BPI. A measure of potential, future sales based on the customers a product may be able to attract. It is taken by comparing a product's market development index (itself a comparison of actual versus potential customers in an area to those in the U.S. as a whole) to its brand development index (the percentage of persons in a certain area in the U.S. who buy a product compared to the percentage of total Americans who buy the same product). One calculates the BPI for a limited geographic area.