Final answer:
To calculate the Brand Development Index (BDI), we need to compare a brand's sales in a specific market to the population of that market. In this case, Red Bull's BDI in Washington DC is 205.26, indicating a relatively high presence of the brand in the market compared to its share in the overall population.
Step-by-step explanation:
To calculate the Brand Development Index (BDI), we need to compare the brand's sales in a specific market to the population of that market.
In this case, Washington DC represents 1.9% of the US population and the brand (Red Bull) accounts for 3.9% of its sales from the market. We can use these percentages to calculate BDI using the formula:
BDI = (Brand Sales Percentage / Population Percentage) x 100
BDI = (3.9 / 1.9) x 100 = 205.26. Therefore, the BDI for Red Bull in Washington DC is 205.26.