Walter Frederick Morrison disc more cheaply. In 1955, he and Lu designed the Pluto Platter, the archetype of all modern flying discs. On January 23, 1957, they sold the rights for the Pluto Platter to the Wham-O toy company. Initially Wham-O continued to market the toy solely as the "Pluto Platter", but by June 1957 they also began using the name "Frisbee" after learning that college students in the Northeast were calling the Pluto Platter by that name. Morrison also invented several other products for Wham-O, but none were as successful as the Pluto Platter. Morrison and his wife, Lu Nay Morrison had
Brand development index for the rest of the country, marketers could test this hypothesis quantitatively. Govoni also defined the BDI as the index of brand sales to category sales, though this ratio is more commonly referred to as market share. Brand development index The brand development index or BDI quantifies how well a brand performs in a market, compared with its average performance among all markets. That is, it measures the relative sales strength of a brand within a specific market (e.g., the Pepsi brand among 10–50-year-olds). The purpose of the BDI metric is to quantify the relative performance of a brand within