Gold is a special commodity. The fact that SJC was selected as the national brand name for Vietnamese gold causes many changes for the markets. which leads to the need to study a model for measuring value of gold brand names and relationships between factors affecting the brand names and find measures to develop the gold market. This research employs both qualitative and quantitative methods. Measures of concepts are tested by Cronbach's Alpha, EFA and CFA. Hypotheses and models are tested by SEM and checked by competitive model and bootstrap method based on 200 samples, Results allow suggestion of a model for measuring the value of gold brand names including the following components: brand recognition. perceive quality. brand confidence, and brand loyalty in which brand recognition has positive impacts on other components
perceived quality affects positively brand confidence and loyalty while confidence impacts positively on brand loyalty,