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Brand Price Trade-Offs (BPTO) is a study approximation that allows establishing the value of a brand. Market researchers often use the BPTO technique as a quantitative method to determine the price elasticity of mass consumer goods. In this experimental study, respondents are presented with a selection of products from a specific category, such as competitors, and asked to make a series of choices. Throughout the study, prices of the products are dynamically adjusted based on their choices, weighing the price against brand value. The exercise is repeated again, until a ranking is obtained that allows inferring the preference related to the brand and its impact on the price. Analysis of this project allows for an anticipation of various scenarios and levels of interest at different price points. Ultimately, BPTO supports informed pricing strategy decision-making.