A Preliminary Study on Identifying the Potential Core Values for Product Branding Based on Malaysian Keris Characteristics

  • Azrina Zizal Abdul AzizEmail author
  • Shahriman Zainal Abidin
  • Rusmadiah Anwar
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 135)


This paper discusses in profiling Malaysian keris DNA and properties, to identify the core values and to build emotionally sustainable heritage brand recognition with the Nostalgia Sentimental Values (NSV) towards product design. In this research, the researcher’s focus is to build an emotionally sustainable Malay heritage by profiling Malaysian keris DNA & properties as one of its core value towards nostalgic sentimental values in brand recognition. To do so, the research requires a focus on building characteristics from profiling Malaysian keris properties and stories in tandem by designing a product itself. Hence, to establish Visual Branding Characteristic (VBC) as the core value of the product design where the abstract characteristic is part of the Malaysian Keris properties which can communicate through aesthetic elements either semantically or syntactically as a Visual Brand Language (VBL) cohesively building its Nostalgic Sentimental Values (NSV) as the core values in brand recognition towards Malaysian products. Eventually, it can be used as a future reference and as a benchmarking guideline in branding Malaysian identity towards product design.


Malaysian keris Visual branding characteristic Formgiving Nostalgic sentimental values DNA 



This work was supported in part by UiTM under REI Formgiving Publication Support Grant 600-IRMI/MYRA 5/3/REI (002/2018).

Figure 21.4 is a courtesy from Proton Design Group; therefore, I would wish to thank Proton Design Group for their support.


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Copyright information

© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  • Azrina Zizal Abdul Aziz
    • 1
    Email author
  • Shahriman Zainal Abidin
    • 1
    • 2
  • Rusmadiah Anwar
    • 1
    • 2
  1. 1.Formgiving Design Research Group, Faculty of Art & DesignUniversiti Teknologi MARAShah AlamMalaysia
  2. 2.National Design Centre, Universiti Teknologi MARAShah AlamMalaysia

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