Advertisement

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)

Abstract

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.

Keywords

Malaysian keris Visual branding characteristic Formgiving Nostalgic sentimental values DNA 

Notes

Acknowledgements

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.

References

  1. 1.
    Abidin, S.Z., Othman, A., Shamsuddin, Z., Samsudin, Z., Hassan. H.: The challenges of developing Styling DNA design methodologies for car design. In: Proceedings of the 16th International Conference on Engineering and Product Design Education: Design Education and Human Technology Relation (E&PDE 2014). (2014), pp. 738–743Google Scholar
  2. 2.
    Anwar. R.: Characterizing a syntactic pattern of formgiving in design thinking process. Ph.D. Thesis, Shah Alam: Universiti Teknologi MARAGoogle Scholar
  3. 3.
    Ghazalia, M.J., Daudb, M., Muhammadb, A., Omara, M.Z., Azhari. C.H.: Microstructrues analyses of Malay Keris and its relation to mechanical properties. In: Proceeding of the 4th International Congress APMAS 2014, p. 5Google Scholar
  4. 4.
    Gardner, G.: Keris and Other Malay Weapons. In: Lumisden, B. (ed.) (Second). Progressive Publishing Company, Singapore (1936)Google Scholar
  5. 5.
    Johari, K.: Identifying Keris parts. Retrieved from www.thekeriscollector.com
  6. 6.
    Ahmad, A.M.Z.: Keris Melayu Semenanjung: Suatu Pengenalan (Second Edi). Penerbit Universiti Putra Malaysia, Serdang (2016)Google Scholar
  7. 7.
    Abdul Jamil, A.M.: (The Royal Keris Maker). Interview Session 2018Google Scholar
  8. 8.
    Mohamad, K.: Keris The Masterpiece. In: Zaharah, Z.M., Jaafar, H.J. (eds.). MEPSB Enterprise (2017)Google Scholar
  9. 9.
    Abdullah, M.Z., Senik, M.S.: Senjata Warisan (Lembaga Muzium Selangor, First Edition). Dewan Bahasa and Pustaka (2007)Google Scholar
  10. 10.
    Temporal, P.: Advanced Brand Management: Managing Brands in a Changing World (2nd Edition). John Wiley & Sons (Asia) Pte. Ltd., Singapore (2009)Google Scholar
  11. 11.
    Ministry of Youth and Sports: Transformasi Nasional 2050 (TN50). Retrieved from https://mytn50.com
  12. 12.
    Anwar, R., Abidin, S.Z., Hassan, O.H.: A pattern in formgiving design: giving priority to a principle solution in industrial design situation. Ind. Eng. Manag. Sci. Appl. 2015, 331–340 (2015)Google Scholar
  13. 13.
    Abidin, S.Z., Othman, A., Shamsuddin, Z., Samsudin, Z., Hassan H., Mohamed. W.A.W.: Malaysian product design identity issues, transformation and challenges. In: Proceedings of the 2nd International Colloquium of Art and Design Education Research (i-CADER 2015) 301–318 (2016)Google Scholar
  14. 14.
  15. 15.
    Proton Styling Design Department, Proton Berhad, Malaysia (2017)Google Scholar
  16. 16.
    Anwar, R., Abidin, S.Z., Hassan, O.H.: In-Vitro Design Protocol: Artificial Situation Strategy Uses to Comprehend Designers’ Thought. In: MATEC Web of Conferences. EDP Sciences (2016) 52Google Scholar
  17. 17.
    Guzi. S.M.: Design and Development of Casting Mould Pattern (Keris). Universiti Teknikal Malaysia. (2007)Google Scholar
  18. 18.
    Bariccola, M.A.: Beauty, Charms and Spiritual Aspects of The Keris Hilt Materials. Retrieved from www.atkinson-swords.com
  19. 19.
    Stride. R.P.: An introduction to the Kris. Passage 10–11 (2013)Google Scholar
  20. 20.
    Rahim, W.N., Anwar, R., Abidin, S.Z., Dass, L.C., Ujang, B.: Role of DNA styling: the creation of local brand identity recognition framework. The Turki. Online J. Educ. Technol., Special Issues September, 436–442 (2015)Google Scholar
  21. 21.
    Hjelm, S.I.: Semiotics in product design. Science, CID-175 (2002) 1–26Google Scholar
  22. 22.
    Patton, M.Q.: Facilitating Evaluation Principles in Practice. SAGE Publications International Educational and Professional Publisher (2017)Google Scholar
  23. 23.
    Moustakas, C.: Heuristic Research: Design, Methodology, and Applications. Sage Publications, Thousand Oaks, CA (1990)CrossRefGoogle Scholar
  24. 24.
    West, W.: Beyond grounded theory: the use of a heuristic approach to qualitative research (2001)CrossRefGoogle Scholar
  25. 25.
    Sekaran, U.: Research Methods for Business: A Skill Building Approach, 4th edn. Wiley, United States of America (2003)Google Scholar
  26. 26.
    R. Anwar, S. Z. Abidin, O.H. Hassan. A practical guideline to quantifying qualitative analyses of design cognition. The Turki. Online J. Educ. Technol. 13–21 (2015)Google Scholar

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

Personalised recommendations