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.
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