Example embodiments of the disclosed technology implement a brand penetration determination system using image semantic content. A geographic sub-region determination system is configured to partition a geographic area into two or more sub-regions. An image content analysis engine is configured to determine, from images captured at one or more sites within each sub-region, a number of detections of a brand within each respective sub-region. A brand penetration index generation system is configured to generate a brand penetration index for each sub-region based on the number of detections of the brand in the respective sub-region weighted by one or more factors (e.g., population factor, category factor, etc.), which is stored in memory with an indicator of each respective sub-region. In splitting the geographic area into two or more sub-regions, the number and/or boundaries of sub-regions are determined so as to ensure that the population within each sub-region is above a threshold.