“The EUrASEANs: journal on global socio-economic dynamics” Volume 2 (15); March-April, Year 2019; ISSN 2539 – 5645 (Print) Copyright © 2018, [The EUrASEANs] on-line access: https://www.euraseans.com/2(15) Ai Tran Huu PhD, lecturer of Faculty of Economics, Van Hien University, Ho Chi Minh City, Vietnam Research interests – markets of agricultural products, SMEs functioning and government support, organic food markets, ecological economics, environmental issues of economic development and corporate social responsibility Published more than 60 papers in International journals, member of editorial board of International journals E-mail: aith@vhu.edu.vn Nguyen Le Thị Minh MBA, Lecturer of Faculty of Economics, Van Hien University, Ho Chi Minh City, Vietnam Research interests: SMEs functioning and government support, consumer behavior, innovative products markets and finances. Published more than 20 papers in International journals. E-mail: nguyenltm@vhu.edu.vn Dao Mai Thi Hong MBA, Lecturer of Faculty of Economics, Van Hien University, Ho Chi Minh City, Vietnam Research interests: SMEs functioning and government support, consumer behavior, innovative products markets and finances. Published more than 20 papers in International journals. E-mail: daomth@vhu.edu.vn MEASURING BRAND VALUE BASED ON CUSTOMER DATA: THE SURVEY FROM SMARTPHONE MARKET IN HO CHI MINH CITY, VIETNAM Ai Tran Huu Nguyen Le Thi Minh Dao Mai Thi Hong Van Hien University, Ho Chi Minh City, Vietnam This study uses structural equation modeling (SEM) to find the correlation between the variables of the brand value model following (David Aaker, 1991) and using the customer data from the survey of 354 customers in Ho Chi Minh City, Vietnam. The results show the impact level of the factors that constitute the brand value of smartphones in general as well as the brand value of particular smartphones. The findings may be found important for building and developing brand strategies by Vietnamese manufacturers and retailers. Keywords: brand value; brand strategy; smartphones; customer survey; Ho Chi Minh; Vietnam