Local brands of phutho province from the perspective of domestic investors

364 LOCAL BRANDS OF PHUTHO PROVINCE FROM THE PERSPECTIVE OF DOMESTIC INVESTORS PhD. Pham Thi Thu Huong huongdhhv84@gmail.com Faculty of Economics and Business Administration - Hung Vuong University MBA. Pham Thi Thu Huong phamthuhuong266@gmail.com Faculty of Economics and Business Administration - Hung Vuong University Dr. Pham Thi Nga phamngaktct@gmail.com University of Economics and Business Administration - Thai Nguyen University PhD. Luu The Vinh luuthevinh227@gmail.com Faculty of Political Theory - Hung Vuong University Dr. Dinh Hong Linh dhlinh23@gmail.com University of Economics and Business Administration - Thai Nguyen University Abtract The research was conducted to analyze the local brands of Phu Tho province from the perspective of domestic investors. Through the research framework of local brands equity‟s six elements and data collected from the survey of 425 domestic investors in Phu Tho province. The results show that local brands of Phu Tho province are highly valued by domestic investors. However, there are still aspects that have not been appreciated and that need to be addressed. Based on the results of the study, the researchers proposed to increase the value of local brands, helping to retain existing investors and attracting potential investors to Phu Tho province. Key words: local brands, investors, domestic investors, Phu Tho province. 1. Introduction Today, local brands have become an indispensable part of the global competition for attracting investment for local economic development. Local brands bring many benefits, not only to local and local public, but to all stakeholders such as investors, residents and tourists. Therefore, local governments and organizations need to be aware of the importance of building local brands, exploiting their strengths, and having appropriate development strategies to enhance their local position in the eyes of the target customers. 365 At present, in the structure of Vietnam's investment capital, domestic capital plays a decisive role. As a mountainous midland province in the north, Phu Tho has a great potential for economic development. In the period from 2012 to 2016, domestic capital accounts for a high propotion (95.13%), foreign investment accounts for a relatively low proportion of total provincial investment (8.87%). This structure represents the advantage of domestic investment. In recent years, investment capital in general and domestic investment capital in particular in Phu Tho province has been contributing to the socio-economic development of the locality, actively participating in economic restructuring, improving the living standards of the population. However, investment capital in the province in the past years is below the potential and strength of the province. Phu Tho province is in the period of industrialization - modernization, the demand for capital for socio-economic development is very large. The plan to attract the total investment capital of the whole society in the 2016- 2020 period is over 95 trillion VND. In order to reach the target by 2020, Phu Tho is basically an industrial province, the attraction of domestic investment capital is a matter of survival. Therefore, the research on the local brands of the province from the perspective of domestic investors, from which solutions to increase the value of local brands, contributes to retain the current investors and to attract potential investors for Phu Tho province is really necessary. 2. Method The study used three main methods, including: (1) Data collection method: Use the research method at the desk to collect secondary data. Use qualitative research method with in-depth interviewing techniques and quantitative research methods with survey techniques through questionnaires to collect primary data. The respondents are domestic investors, who are investing in Phu Tho province. Sample size is 425 with the form of direct vote. The research uses a non-probability sampling method with a convenient sampling form to proactively select the most accessible and well-informed survey respondents. In the research, the survey was inherited and developed from Jacobsen's local brands equity scale (2012). Using the Likert scale to collect domestic investors' perceptions of local brands equity in Phu Tho province. Level 5 is strongly agreed, level 4 is agreed, level 3 is neutral, level 2 is not agree and level 1 is very disagreeable. (2) Data processing method: Data collected, encoded, entered into Excel software and calculated necessary indicators such as percentage below the level of agreement, % neutral, % from the level of agreement and above and the mean. (3) Data analysis method: The study used a descriptive and comparative statistical method to analyze the necessary indicators to clarify the local brands of Phu Tho province from perception and evaluation of domestic investors. 366 3. Results Domestic investors‘ evaluations on the local brands of Phu Tho province about each element of local brand equity show more clearly about the current local brands of the province. Table 1. Domestic investors’ evaluation on the local brands of Phu Tho province Observed variables % below the level of agreement % neutral % from the level of agreement and above Mean Local brands’ personality Appropriate investment location 0 6,12 93,88 4,29 Attractive investment location 0,24 7,53 92,23 4,29 Investment location is really good 0,24 12,47 87,29 4,14 Get to know the local brand The first potential investment location to be thought of 1,65 26,82 71,53 3,85 Popular places 16,24 34,82 48,94 3,47 Always interested in investors 1,18 15,29 83,53 4,03 Feeling’s Quality The service quality is stable 0,24 11,53 88,23 4,29 Have good experience in public administration‘s services 6,82 44,47 48,71 3,42 The service satisfies the demand 4,24 28,00 67,76 3,68 The services provided are guaranteed 0,47 22,82 76,71 3,86 Local authorities have professional working methods 4,47 25,88 69,65 3,76 Impression of local brands Favorable geographical location 0 9,18 90,82 4,26 Enough resources to support the investment and business 0,94 12,71 86,35 4,14 Good infrastructure 0,24 12,71 87,05 4,17 Belief in local brands Provide public service as committed 1,65 43,76 54,59 3,56 Commitment to government service is reliable 0,71 42,35 56,94 3,62 Communication with businesses is always open and honest 0,71 35,06 64,23 3,76 Have faith in local activities 0,71 8,94 90,35 4,37 367 Observed variables % below the level of agreement % neutral % from the level of agreement and above Mean Local brands’ image Have positive feeling and evaluation when referring to Phu Tho 0,47 10,59 88,94 4,27 Phu Tho is a symbol of positive values 0,71 26,59 72,70 3,92 The investment in Phu Tho is associated with the convenience 0 20,47 79,53 4,02 Safe and stable investment environment 0 13,88 86,12 4,33 Local people are friendly and respect the community 0 7,30 92,70 4,5 * Local brands’ personality According to statistics from the observation variables measure the local brand personality of Phu Tho province, observation variables were rated with a high score of 4.14 to 4.29 on average. Of these, 93.88% of businesses rated at the agreed level (level 4) and strongly agreed level (level 5) suggesting that Phu Tho was a suitable investment location for their businesses. In addition, Phu Tho was highly appreciated by investors about the level of attractiveness for enterprises‘ business activities (92.23% agreed and strongly agreed). 87,29% of surveyed enterprises agree that Phu Tho is a good investment destination. As such, the province needs to strengthen the attractiveness factors to become a really good investment destination in order to attract more investors. Phu Tho is the gateway of the northwestern and midland markets with more than 20% of the population of the country. Phu Tho is a densely populated province (by 2017 the province‘s average population is 1,392,000), of which, 759.8 thousand people labors aged 15 and over working in the economic sectors, the percentage of trained labors is 60.5%, of which 26.7% of trained labors are working in the economic sectors (Phu Tho province‘s Statistical Office, 2017). This is both a potential market and a factor to create favorable conditions for investors to invest in Phu Tho province. Moreover, Phu Tho province‘s geographical location creates favorable conditions and great potential for production and trade with other regions in the country and internationally. * Get to know the local brand Data related to local brand awareness showed that the mean value of observed variables was lowest at 3.47 and highest at 4.03. In particular, Phu Tho was not highly appreciated in the observation variable that Phu Tho is well-known in investment and business activities (average score was 3.47 and 16.24% was below the agreed level; 34.82% neutral), the reason is that in Phu Tho province, there are not strong investors in capital and technology, strong and influential brands in key areas of the province; moreover, local promotion activities have not been implemented regularly, synchronously and not effectively to attract investors in these areas. However, Phu Tho was highly 368 appreciated by investors (83.53% agreed and strongly agreed), 71.53% said that Phu Tho is the first potential investment place they think of. The result of this evaluation is is that over the years, the provincial leaders are very interested in the business community and investors in the province. Accordingly, the province has focused on promoting business support, thoroughly grasp all departments and sectors should implement well solutions to improve the business environment, support the development of enterprises in the spirit of Resolution No. 19 -2016/NQ-CP dated 28 April 2016 and Resolution No. 35/NQ-CP dated 16 May 2016 of the Government to Phu Tho becomes a new destination of domestic and foreign investors. Apart from preferential policies of the state, the province also introduced many appropriate mechanisms and policies to support the development of enterprises through the issuance of documents relating to investment incentives for enterprises investing in the province, specifically: Decision No. 04/2012/QD-UBND on investment support for investment projects in Phu Tho province, which stipulates investment support for investment projects in the province such as land policy, infrastructure policy and cost of ground leveling, providing services related to electricity and water to the fence of industrial zones and clusters, creating favorable conditions for enterprises to promote trade; Decision No. 25/2012/QD-UBND regulating support for small and medium industrial enterprises to invest in modernizing and modernizing technology in priority areas of development in Phu Tho province; Resolution No.15/2014/NQ-HDND stipulates special support policies to encourage enterprises to invest in agriculture a rural areas in Phu Tho province in the period 2015-2020. At the same time, the province directs the branches and local administrations at all levels to advise on measures to remove difficulties and obstacles in site clearance, shorten the time for settlement of investment procedures, early table hand over clean premises for business; to create all conditions on electricity, water and infrastructure for production; encourage businesses to invest in expansion of production and business in line with the provincial master plan. In addition, the province also supports enterprises seek investment location; to support and create conditions for enterprises to promote investment and trade promotion. * Feeling’s Quality The evaluation data on feeling‘s quality of investors in the local brands of Phu Tho's province is above average. In particular, the experience of public administrative services of enterprises has not been highly appreciated, although the average score is 3.42> 3 points (higher than the agreed rate) but the rate below the agreed level is 6, 82% and the rate from the minimum level of consent is lowest among all observed variables (48.71%). In contrast, investors highly appreciated the stability of service quality, the average score is 4.29 and 88.23% of enterprises rated this criterion at the agreed level or higher. Although the service quality is quite stable, it still does not meet the demand of enterprises. At the same time, there are still 4.47% of enterprises assess the local government lacking in the professional working methods. Over the past years, the Party and authorities of Phu Tho province have had many solutions in the reform of administrative procedures, the province has issued many legal documents to create the legal basis and the necessary conditions for the implementation of 369 reforming administrative procedures. Specifically, some documents such as: Scheme No. 4635 / DA-UBND dated 16/12/2011 on orientation to raise the provincial competitiveness index of Phu Tho province in 2011-2015 period; Decision No. 14/2014/QD-UBND dated November 10, 2014 promulgating the regulation on implementation of the one-stop-shop mechanism in solving some administrative procedures for investment projects in the province; Plan No. 1199/KH-UBND dated April 9, 2012, Plan No. 803/KH-UBND dated 18/03/2013 and plan No. 5592/KH-UBND dated 26/12/2014 of the Provincial People's Committee on implementing the state administrative reform of Phu Tho province in 2015, Plan no. 5491/KH-UBND dated 31/12/2015 of the Provincial People's Committee on state administrative reform of Phu Tho province in 2016-2020 period. Accordingly, the departments and sectors, the People's Committee of districts and urban areas have used the one-stop electronic gateway intergrated with online public service portal of Phu Tho province from October, 20, 2016. Administrative procedures are applied the electronic one-stop software in receiving and solving procedures at level 2. Although the province has paid much attention to the reform of administrative procedures, the implementation of administrative procedures under the one-stop-shop mechanism has been deployed. However, there is no consistent among and sectors, coordination between levels and sectors is not synchronous. At the same time, the service‘s quality at the one-door department of the departments is not really open to meet the needs of investors. In addition, the reform of administrative procedures is the common direction of all localities throughout the country, in the trend of reform, Phu Tho province has not kept up with many other localities. Therefore, this field is not the strength of the province in the eyes of investors. The results are also consistent with provincial indicators such as the performance and provincial public administration indicators, Public Administraion reform (PAR) index of Phu Tho province. Chart 1. Evaluation’s results on PAPI, PAR INDEX of Phu Tho province in the period of 2013 - 2016 (Source: CECODS, 2013 - 2016; Interior Ministry, 2013 - 2016) 35 25 3 4 4 7 11 21 0 5 10 15 20 25 30 35 40 Năm 2013 Năm 2014 Năm 2015 Năm 2016 PAPI PAR INDEX 370 In the period of 2013 - 2016, the local authorities in Phu Tho province have made great determination and efforts to improve the quality of public administrative service delivery and enhance the provincial competitiveness. As a result, the effectiveness of state management and policy‘s implementation and public service‘s delivery of the authorities at all levels of Phu Tho province is also highly appreciated by the people (shown by the ranking results PAPI increased from 35 th in 2013 to 4 th in 2016). However, the assessment‘s results of people and enterprises on administration reform‘s activities of Phu Tho province continuously decreased, from the 4 th in 2013 to 21 st in 2016. Although provincial indicators related to public administration services and local government of Phu Tho province are highly appreciated, however, these results have not kept up with other provinces and cities in the country. The assessment on the professionalism of local government is related to the index in dynamism and pioneering of provincial leaders. Table 2. Composition indicators of the dynamism index of the Phu Tho provincial government in the period of 2013 – 2016 Indicators 2013 2014 2015 2016 Mean Provincial People's Committee is flexible in the legal framework to create a favorable business environment for private enterprises. 39,66 60 73,63 68,75 60,51 Provincial People's Committee is very active and creative in addressing emerging issues. 33,04 49 54,65 50,68 46,84 Perceptions of the business on the attitude of the provincial government towards the private sector. 33,59 37 40,38 39,56 37,63 There are good initiatives at provincial level but not well implemented in departments and sectors. 55,86 84 83,91 78,95 75,68 Provincial leaders have policies and policies that are not properly implemented at the district level. 27,83 56 70,73 60,27 53,71 The reaction of the province to the unknown in the central policy/document: "delay implementation and seek guidance" and "do nothing". 58,16 45 25,45 31,37 39,99 Index of dynamism and pioneering of provincial leaders 3,93 3,9 4,63 4,65 4,28 (Source: VCCI Vietnam, 2013 - 2016) In recent years, the leaders of Phu Tho province have been interested in organizing dialogue meetings with the business community at home and abroad. But the number of enterprises increased over time as well as difficulties and problems have arisen so many such contacts have not satisfied the needs of enterprises. Mechanisms and policies promulgated by province are proposed by the specialized management agencies based on the guiding and guiding framework of the central government. So if there is no flexibility and professionalism in the administration and handling, it will cause difficulties for the business. 371 Although the province has promoted the development of the private sector in the past time, the recognition of a part of civil servants on the role of the private sector is not objective, It is not commensurate with the role of this sector in development. The results show that in the period of 2013 - 2016, the assessment on the attitude of the provincial government to the private sector is only 37.63% of businesses think positively. Although there are 60.51% of businesses agree that "Provincial People's Committee is very flexible in the legal framework to create a favorable business environment for private enterprises" but 75.68% agreed with the statement "There are good initiatives at the provincial level but not well implemented in the departments and sectors" and 53.71% agree with the statement "Provincial leaders have policies and policies that are not properly implemented at the district level". This comes from the quality of civil servants and leaders in the departments and sectors of the province for the implementing tasks related to enterprises is weak; the skills of some civil servants are limited; they don‘t know the legal regulations that lead to guiding, handling and advising the leaders to remove difficulties and obstacles for enterprises still have many limitations and cause difficulties for them. In the coming time, the provincial government should pay special attention to this human resource. * Impression of local brands Investors' evaluation statistics also show that the geographic location of Phu Tho province is highly appreciated by investors, 90.82% of surveyed enterprises agreed and strongly agreed on Phu Tho with the favorable geographic location. At the same time, the infrastructure and natural resources supporting the province's investment and business activities were also highly appreciated by the investors with the average score of 4,17 and 4,14. This can be explained by an analysis on the characteristics of: geographic location, natural resources and infrastructure of the province. Located at the confluence of the rivers, the northwestern gate of Hanoi capital, and on the economic corridor of Kunming - Hanoi - Hai Phong, Phu Tho has important roadways such as Hanoi - Viet Tri - Lao Cai Highway; Ho Chi Minh Road, Routes 32A, 32C and Route 70; Hanoi - Lao Cai railway; waterway in the Red river connects with delta provinces, Northeastern and Northwest provinces This is an ideal location for investors. In addition, Phu Tho has abundant natural resources, with large land area, suitable for planting material trees for processing industries. The province has great potential for trees of paper material, materials for agro-forestry products and some high-value mineral resources such as kaolin, limestone, mineral water... to develop the mining and mineral processing industries, cement, building materials, paper, ceramics... The province also has rich tourist resources, with many historical, cultural and artistic monuments classified as historic relics Hung Temple, Ao Chau pond... and the special cultural values of the ancestors. Many folk and singing ―xoan create the unique features for Phu Tho, which is the potential for attracting investment and developing the province‘s tourism. In term of infrastructure, over the years, the province has paid special attention to the construction and development of infrastructure. Accordingly, province‘s infrastructure 372 has made breakthrough developments, especially the system of foreign traffic. At present, there are 7 industrial zones and nearly 26 industrial clusters in the province. Industrial parks are connected with up and down buttons the Hanoi-Lao Cai Highway and the Ho Chi Minh Road. In that, basically completed the infrastructure of Thuy Van industrial zone and some industrial clusters. The infrastructures of urban areas, agriculture, rural areas and information communication have been strengthened. The buildings belonging to the historical relics of Hung Temple, Hung Vuong Square, Van Lang Park are in the stage of completion. In addition, the province is actively improving and raising the criteria on urban type 1 of Viet Tri city; to build Phu Tho town into a city. These infrastructures have contributed significantly to attracting investors to the province. * Belief in local brands Evaluation data on local brand beliefs of investors for Phu Tho province shows that 1.65% of businesses think that Phu Tho does not ―provide public services such as commitments‖. The average value of the observation variable of ―the local communication with the business is always open and honest‖ to 3.76 points; of which, 0.71% was below the agreed level, 35.06% neutral and 64.23% from the agreed level upwards. The result is that over time, local authorities often hold dialogues, process and remove difficulties for businesses, thereby create confidence for businesses (90.35% of enterprises believe in local activities). Determining trust is an important factor in retaining old customers and attracting new customers. Over the past years, local authorities in Phu Tho have made efforts to create trust for investors by transparency, friendliness, honest and creativeness. Dialogue activities with businesses was also concerned by the province with a fierce takeover from the province to the province‘s localities. Provincial leaders and departments, branches and localities were involved in dialogue activities, thereby promptly removed difficulties and properly handling many opinions and proposals of the business community. At the same time, the province has implemented the hot line at all agencies and units in the province to receive comments, reflects and recommendations of organizations, individuals and enterprises on the services‘ moral and attitudes of civil servants and officials in the process of solving administrative procedures. The provincial leaders have renewed their thinking, renewed the leadership style, directed and organized the work in the spirit of deep and effective. However, dialogue with businesses has not been done regularly. It is still difficult for enterprises actively contact with provincial leaders, from there, can‘t solve the shortcomings in terms of mechanisms and policies which cause difficulties to enterprises when carrying out projects in the province. This negatively affects the local image, especially the local government in the eyes of investors, causing loss of confidence for current investors in the investment process and new investors when learning about the investment environment of the province. In addition, the provincial leaders have not yet created a forum, a reliable and effective information channel for investors and enterprises to reflect their difficulties, obstacles and aspirations when investing in the province. 373 Together with dialogue activities, the province also organizes investment promotion conferences to promote potentials, advantages, incentives and mechanisms, and create forums for organizations, domestic and foreign investors to meet, dialogue, exchange experiences, establish cooperative relationship for socio-economic development. The provincial government has also made a commitment to investors. With the motto of respecting partners, Phu Tho province always welcomes domestic and foreign investors, commits to a transparent investment environment, always encourages and creates favorable conditions in terms of mechanism, policies and procedures for investors to seek opportunities and cooperation in the province. At the same time, local authorities are also committed to accompanying investors, and will welcome investors as welcoming relatives, see their success as their own success. Though it, the message conveyed: Investing in Phu Tho is the right choice, looking forward to the future and having the foundation to ensure success. Accordingly, the province has actively supported and assisted enterprises to enjoy the preferential mechanisms and policies of the State and the province. This will be a premise for businesses to invest, to expand their production and to stabilize their development, create high production value, create jobs and income for employees, contribute many budgets for the state and participate in social charity activities, contribute to the development of the province. * Local brands’ image Statistics related to Phu Tho's local brand image show that Phu Tho's brand image is highly appreciated by investors. Evaluation on the brand image of the province, the image of the local people is evaluated with the highest average score of 4.5 points with 92.70% from the level of agreement upward; followed by a safe and stable investment environment with average mean at 4.33 points, 86.12% agreed and strongly agreed. 88,94% of businesses feel positively when referring to Phu Tho and 72,70% of businesses think ―Phu Tho is a symbol of positive values‖. The above results are also consistent with the result of Phu Tho Provincial Competitiveness Index. Determining PCI enhancement is one of the solutions needed to attract investment, creating a premise for a high-growth and sustainable economy. Over the past years, Phu Tho province has made great efforts in building an open and transparent investment environment, helping businesses to secure investment, production and business. The province has maintained its political stability, social order and safety, ensuring national defense and security, building a strong political system, active prevention of natural disasters, strengthening management of natural resources and protecting the environment so that investors can rest assured their production and business activities in the province. All levels and all sectors of the government have focused on reforming administrative procedures, efforts to develop a system of solutions and mechanisms to encourage the development of economic sectors, in which interest and facilitate the development of the private sector. As a result, the business environment of the province has improved markedly. 374 Table 3. Results of PCI ranking in Phu Tho province for the period of 2013 - 2017 Indicators 2013 2014 2015 2016 2017 PCI 53,91 57,72 58,37 58,6 62,55 Rating 54 39 35 29 27 Rating group Relatively low Good Good Good Good (Source: VCCI Vietnam, 2013 - 2016) In 2013, PCI of Phu Tho is ranked low in the PCI rankings and is in the relatively low ranking group. From 2014 to 2017, Phu Tho has improved its scores and position on the chart, from 54 th (in 2013) to 27 th (2017), and continuously for three consecutive years in good ranking group. It can be seen that PCI of Phu Tho Province is improving and promising future growth. The results of the provincial PCI have shown that the investment and business environment of the province is increasingly appreciated by investors. However, this result has not kept up with other provinces. Therefore, in the coming time, the province needs to have more synchronous and drastic solutions to improve the investment and business environment, thereby building a more active local image and increasing the brand image‘s value of the province in the eyes of investors. Thus, the evaluation of investors showed that the local brand of Phu Tho province is basically at a relatively high level, in which local people, investment environment, geographic location, natural resources, infrastructure, locality‘s potential and investor interest are appreciated with average value at above 4 points. However, public services, professional working methods, government commitment, popularity for investment and business, communication between government and businesses have not yet reached a high agreement. These are the local brand‘s factors affecting the decision to choose investment location in Phu Tho province of domestic investors. In the survey of the study, the researchers used a 5-level likert scale, with the following levels: 1 - strongly disagree; 2 - Disagree; 3 - Neutral; 4 - Agree; 5 - strongly agree. Thus, scores from 3.5 (between levels 3 and 4) are the result of positive reviews and the observed variables score from 3.5 or above which means that domestic investors have rated positive trend and acceptable level. However, with the objective of research to increase local brand equity to retain and attract domestic investors in general and FDI investors in particular, thus, in order to achieve the goal with high efficiency, the study will concede observable variables with a rating of 4 or higher (agreed level) that are positive and acceptable. In order to increase brand equity, it is necessary to improve the score of the low-score observation variables, so that the study will focus on scales with a lower score of 4 for causal analysis and suggested solutions to improve those indicators and increase local brand equity for Phu Tho province. 375 Table 4. The aspects that need to be improved in Phu Tho province Biến quan sát Average mean Phu Tho is a symbol of positive values 3,92 The services provided are guaranteed 3,86 The first potential investment location to be thought of 3,85 Local authorities have professional working methods 3,76 Communication with businesses is always open and honest 3,76 The service satisfies the demand 3,68 Commitment to government service is reliable 3,62 Provide public service as committed 3,56 Popular places 3,47 Have good experience in public administration‘s services 3,42 In aspects with an lower average score of 4, there are two aspects with scores below 3.5, including the experience in public administration‘s service with the lowest evaluation (3.42 points) and Phu Tho is popular place (3.47 points). These are two aspects that the province needs to pay special attention in the coming time. At the same time, public services provided to investors are not really as committed (3.56 points), as a result, the investors are not confident in government service‘s commitments (3, 62 points) and service assessment has not really met the demand. According to the observation variables with the average value below 4 points, it can be summarized into 3 main issues that Phu Tho province has not appreciated, namely: (1) The symbol and the popularity of the province; (2) Local government; (3) Public administrative services. In the coming time, to increase the local brand equity, Phu Tho should have the solutions to improve the reputation of the province; enhancing the role of local government, especially the innovation of working methods in the direction of professionalism, efficiency and many communication activities of government with enterprises; and improve the quality of public administrative services. 4. Discussion and Conclusions Based on the results of analysis on the local brand of Phu Tho province from perception of domestic investors, the local brand of the province is highly evaluated by local investors, however, there are still some limitations should be improved. From there, the study proposes some recommendations to promote and increase the local brand equity of the province in order to retain and attract domestic investors to choose Phu Tho province as a destination for investment and business. * Promoting local brands Continue the investment promotion conference. This is an important event to promote, introduce the potential, strengths and attractive advantages of Phu Tho; mechanisms and policies calling for investment of the province; Introduce information 376 about the fields, projects that province priority calling for investment, production, business. In the coming time, in order to promote higher investment efficiency, the province needs a breakthrough in holding investment promotion conferences. Accordingly, the province needs to establish relationships with reputable domestic and foreign investors investing in the province to visit other countries and localities to hold investment promotion conferences in order to increase accessibility and introduce the Phu Tho province to potential investors, from there to attract more investors into the province. Attracting investors with strong brands and linking, cooperating with other localities. Currently, Phu Tho province does not have a real investor with strong brands to attract more investors into the province. Therefore, Phu Tho province should have mechanism and preferential policies to attract large-scale investors and strong brands to the province, exploiting this factor will help the province promote the local brand, the result is high efficiency in attracting investment. Phu Tho is a locality in the capital city planning, which has many potentialities that can‘t be exploited locally and alone, therefore, it is necessary to have cooperation from other localities, especially to call on businesses and investors from other localities to increase investment in Phu Tho province. This will help Phu Tho promote, introduce potential and call on other local investors to invest in developing dominant and key sectors of Phu Tho province. Thereby, contributing to exploiting the potential and strengths of the province and serving the objectives of socio- economic development of the two localities. Use a combination of promotional strategies. Due to the characteristics of local products are only in that locality, little or no movement, therefore, in order to promote the local brand, it is necessary to combine local‘s image promotion, promotion of local attractions, promotion of local infrastructure and local people. (i) For local image promotion: The province's image is designed to focus on the following three elements: Emphasize opportunities that the province will provide to investors when they come to invest in the province; Reflect the determination of the province to improve the investment environment; Highlighting the differences of the province compared to other places. (ii) For the promotion of local attractions: The province needs to select attractive places to attract investors, such as Hung Temple Historical Relics, Ao Chau Pond, Thanh Thuy Hot Mineral Water Resort, Xuan Son National Park (iii) For local infrastructure promotion: The province needs to provide the information on infrastructure for investors, in which the province has established the system of essential transport infrastructure; industrial parks and clusters; cultural and social works. Tourism infrastructure and infrastructure for agriculture, forestry and fisheries have also been strengthened and invested; initially put into operation the component projects in the key tourist areas. Implement projects on renovation and upgrading the power transmission system, ensuring stable supply of electricity for production and business. The quality of information communication is improved. This will be important premises and one of the factors influencing the choice of location for investors by the infrastructure will contribute to promote the image and attraction of province. (iv) For the promotion of local people: Promoting people can be through celebrities; good local leaders; talented people, people with the spirit of starting a business, and people who have moved to locality. 377 Choice of effective media. Strong brand is a brand that brings trust to customers and communicates brand value to customers in the most effective way. To promote the local brand, Phu Tho province needs to use the media to convey value and brand attributes strikingly to the investors through a variety of tools such as: (i) mass media, communications such as books, magazines, television, the internet; ii) Participation in investment exhibitions and seminars; (iii) Sponsorship programs, community relations or events; (iv) Send survey delegations to source of investment. * Improve the role of local government The government is both an orientation force and an important factor in attracting investment capital to serve the socio-economic development of the locality. In order to enhance the role of local authorities in attracting investment into the province, should paid attention to the following issues: The province should respect and promote the role of Party committees and authorities in attaching importance to the responsibility of the head. Continue implementing the Plan No. 4191/KH-UBND on implementation of Directive No. 13/CT-TTg dated June 10, 2015 of the Prime Minister on strengthening the responsibility of the head of the agency State level in the reform of administrative procedures (People's Committee of Phu Tho province, 2015). To well implement the plan No. 1118/KH-UBND dated March 29, 2016 of the Chairman of the provincial People's Committee on anti-corruption work and the contents of Directive No. 16/CT-UBND dated September 16, 2016 of Provincial People's Committee on strengthening in the State administrative agencies. Local government needs to be flexible and creative in the process of performing public duties. Based on the policies and laws of the central government and the specific conditions and situations of Phu Tho province, the provincial authorities should promote the development of a legal document system that meets the requirements of the market economy, avoid overlapping, conflicting, lack of stability and low eficiency. However, the creative regulations of the provincial government on the basis of the central law should ensure the uniformity and smoothness of the management apparatus and the strictness of the legal system in general. In order to improve the quality and effectiveness of the legal documents issued by the provincial authorities, the province should actively consult with relevant stakeholders. For the planning documents, in the drafting process, the province needs to expand the number of participants in the draft documents before promulgation. In addition to the relevant stakeholders in the province, it is necessary to publicize the information and suggest the provinces with similar conditions, the neighboring provinces to participate and contribute ideas to improve the effectiveness of cooperation activities in the exploitation of resources in the region, each locality. * Improve the quality of public administrative services Improve the quality of the contingent of civil servants and officials in terms of qualifications, professional skills, working capacity and professional ethics: Among them, to raise the sense of responsibility and work attitude to serve the people of the contingent of officials, civil servants and employees, especially the staff working directly at the one - 378 door department. Strengthen the training and fostering of professional knowledge and skills, and communication skills as well as administrative behaviors to improve their capacity as well as to help them understand the work, master and professional in the process of performing task. Promote the reforming administrative procedures, focusing on four main areas: 1 - Implement administrative reform in the direction of one door to "one mark"; 2- Electronic transactions; 3 - E-government; 4 - Applying quality management system conforming to national standard (TCVN ISO). At the same time, proceeding to build a provincial administrative service center. Accordingly, the functions and duties of the center will be the place to guide, receive and return results of solving administrative procedures for organizations and individuals according to the list of administrative procedures approved by the chairman of the provincial People's Committee. At the same time, people and businesses only need to contact, submit files and receive the results at a single center, instead of filing and returning the results at the departments and sectors in the province. Process of administrative procedures in accordance with ISO 9001 standards to improve the quality of public administrative service delivery. At the same time, the center will also digitize administrative records, build enterprise databases; files and administrative procedures digitized in the network environment. This will be the basis for e-government in the future. 5. References 1. Ministry of Home Affairs (2013, 2014, 2015, 2016), Report of the PAR index - Par index of ministries, level agencies, The People's Committees of the provinces and cities directly under the Central Government, Hanoi. 2. CECODS (2013, 2013, 2015, 2016), PAPI 2015 - The Provincial Governance and Public Administration Performance Index, measured by real-life experiences of the people, Hanoi. 3. Jacobsen, B.P. (2012), "Place brand equity: a model for establishing the effectiveness of place brands", Journal of Place Management and Development, 5 (3), 253 - 271. 4. Phu Tho People's Committee (2012), Decision No. 04/2013/QD-UBND on investment support for investment projects in Phu Tho province, issued on 12 January 2012. 5. The People's Committee of Phu Tho Province (2015), Plan No. 4191/KH-UBND on the implementation of Directive No. 13/CT-TTg dated 10/06/2015 of the Prime Minister on strengthening the responsibility of the heads of state administrative agencies at all levels in the reform of administrative procedures, issued on October 9, 2015. 6. The People's Committee of Phu Tho Province (2016), Planning No. 1118 / KH- UBND on anti-corruption work and the contents of Directive No. 16/CT-UBND dated September 16, on strengthening the discipline and discipline in state administrative agencies, issued on March 29, 2016. 7. Phu Tho Statistical Office (2017), No. 585/BC-CTK, Report on the socio- economic situation in 2017 in Phu Tho province. 8. VCCI Vietnam (2013, 2014, 2015, 2016), Provincial Competitiveness Index PCI 2013, 2014, 2015, 2016 Profile of 63 provinces and cities of Vietnam, Hanoi.