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July 2018

EDITORIAL JOURNAL

DELINEATE SYMPOSIUM BY REDEFINE 7.0











Advisor DR. NUR HISHAM IBRAHIM
DR. MOHAMMAD ABDUL AZIZ
DR. SHAHREL NIZAR BIN BAHAROM
MR. HANAFI BIN MOHD TAHIR
MR. AHMAD SOFIYUDDIN
MR. MHD NOR BIN OSMAN
MR. MOHD SHAHRIL BIN ABD RASHID
MR. KHAIRUL AZIZI
MR. SYAHRUL NIZAM SHAARI
MR. AZLAN BIN ZAINAL
MR. ASHRAF BIN ABDUL RAHAMAN
MR. MOHD NASIRUDDIN ABD AZIZ
MR. ANWAR FIKRI BIN ABDULLAH



Project Advisor DR. SHAHREL NIZAR BIN BAHAROM


Project Manager MOHD AMIR SYAFIQ BIN MOHD NORDIN



Graphic Designer MUHAMMAD ALIFF BIN JUMALI
AHMAD WAFFIN BIN MOHAMAD SAUDIN
MUHAMMAD FIRDAUS BIN ISMAIL
MUHAMAD AZRI BIN KAMARAZAMAN


AJK’s ZHARIF FIKRI BIN SUANDI
NAZIERUL AZIM BIN ABDUL SAMAD
MOHAMMAD HAFIZ BIN SUHARTO
MUHAMMAD IMRAN BIN ZULKIFLI
AIDIL AZROS BIN ABDUL AZIZ
SYED NOR AZLEE SHA BIN SYED HUSSEIN
ARIFHAKIM BIN ROMLY
MUHAMMAD BADRUL AFIQ BIN MOHD BAKIRI
MUH FADHIL BIN ABDUL MUIN
NURUL AMYRA BINTI AZMAN
NUR HANIS SYAFI BINTI ABDUL HALIM
NORSHAHIRA ATIKAH BINTI MOHD RAZAK
AINA MUNIRAH BINTI ABDUL RAHIM
NUR AZLEEN AQIRA BINTI MOHD ZIDIN



THE IMPORTANCE OF BRAND ELEMENTS IN BRANDING
MALAYSIAN CLASSIC GAMES

Muh Fadhil Bin Abdul Muin

Faculty of Art and Design, University Teknologi MARA (Perak),
32610 Seri Iskandar, Perak, Malaysia.
[email protected]
Hanafi Bin Mohd Tahir
Faculty of Art and Design, University Teknologi MARA (Perak),
32610 Seri Iskandar, Perak, Malaysia.
[email protected]


Abstract (Weebly, 2010). In addition, this traditional
game is also maintained under the Ministry of
This paper discussed about the importance of Tourism and Culture Malaysia. Malaysian
brand elements in branding Malaysian classic classic games is a game that comes after
games such as brand name, logo and symbol, Malaysian independence game example is
slogan and colour. There are various types of Ceper, Bola Kertas. Although there is no record
Malaysian classic games and the scope of this of this game before. The game was popularly
research is focused on ‘Bola Kertas’. The main played by children in 1980 until early 2000.
issue of this research is Bola Kertas is Malaysian classic games that are still playing
considered outdated and has no aesthetic value. until now are Paper Balls. Bola Kertas is made
In fact, the Bola Kertas actually still has the using paper with no special design and played
opportunity to be replayed by children today if two people in one time. The main problem of
some improvements are made in terms of this game is considered outdated and has no
design. This is because the Malaysian classic aesthetic value. In fact, the Bola Kertas actually
game has its own way and rules of the game and still has the opportunity to be replayed by
it is easy to understand the proof, until now that children today if some improvements are made
there are still children playing some of these in terms of design.
classic games even though the amount of play
is not as big as before. This paper used 1. What is Branding
quantitative methods for survey on the
importance brand elements. This survey was There are various definitions and explanations
made to random 100 people in Seri Iskandar, of the term 'Brand'. Brands must have a specific
Perak. This paper emphasize that the brand company name and difference according to
elements is important to branding Malaysian their respective trademarks (Hansen and
classic games. Chistenses 2003). This is supported by the
American Marketing Association (AMA)
Keywords: Brand elements, Malaysian classic name, logo, and design are elements of the
games, brand name, logo, slogan, colour. brand. The importance of branding to Bola
Kertas game is an attempt to promote this game,
Introduction the identity of the logo of this game will be
better known by the public. Next, brand has all
Malaysian classic games are different from of those elements working together in a way
other classic games. Before the Malaysian that uniquely identifies a company and
classic games there were Malaysian traditional differentiates it from its competitors. According
games such as Sepak Raga, Gasing, Wau, to the Merriam-Webster Dictionary (2013),
Congkak and others. Traditional games have brand can also be a distinctive characteristic not
existed long before Malaysia was formed, for only to sell goods or services. The brand itself
example Sepak Raga. The game has been is not just a product with a sign or symbol, the
around since 600 years ago. In the Melaka brand is rather an idea that for example turns
Malay Sultanate era, besides being played by the product into something of value (Ind, 2003).
the nobility, the people also love this game

Figure 5

2. Four Brand Elements b) Wordmark

Brand elements are important for
identifying brands, to raise awareness and This type of logo is a uniquely styled font type
simplify brands to be distinguished (Keller, that spells out the company or brand name. This
type of logo is a uniquely styled font type that
2008). The main element in the brand is the
brand name, logo, slogan and colour. The visual spells out the company or brand name. Figure 6
identity reflects the core brand identity code shows Wordmark that already exist in markets
and should be managed by strict visual code such as Disney, Google and FedEx.
guidelines for long term (Kotler and Pfoertsch,
2006).

I) Brand name Figure 6

According to Clifton and Maughan (2000) c) Lettermark
the brand name is arguably the most
important element, because it is the one Lettermarks are exclusively typographic. They
element that is hoped to never change, use a symbol representing the company through
packaging designs will be updated, the use of its initials or the brands first letter.
advertising campaigns will change, even Many companies choose to use this type of logo
product formulations may alter, however because their initials can better graphically
illustrate the company better than the full name
the brand name will always stay the same. (name is too long), the name is hard to
pronounce. Figure 7 Lettermark that already
II) Logo and symbol exist in markets such as Hewlett-Packard,
Chanel and General Electric.
The logos and symbols will typically become
an identification feature for a company. There
are different types of logos, which are unique
from corporate names or trademarks. Logos and
symbols are also important elements in order
for the product to be easily recognized by the
public. Good logos and symbols are if the logos Figure 7
and symbols are easy to remember by the user.
d) Combination Mark
Type of logo
The combination mark is a logo comprised of a
a) Pictorial mark / logo symbol combined wordmark, lettermark and a pictorial
mark. The picture and text can be laid out side-
This type of logo represents the brand in a by-side, stacked on top of each other, or
simple but bold manner. In most cases, the integrated together to create an image. Figure 8
image is abstract and stylized to give visual Lettermark that already exist in markets such as
interest. Most brands or companies that use this Hewlett-Packard, Chanel and General Electric.
type of logo will have a very simple main logo.
Consumers mind can easily remember a simple
form much easier than a complex one. It's best
to use a simple symbol or icon if you plan on
building a large business. Figure 5 shows
Pictorial mark that already exist in markets such
as Apple, Shell and Mercedes-Benz. Figure 8

researchers have also created a logo by using a
combination mark so people will easily
recognize this type of game. Figure 3.1 shows
III) Slogan Tap Kick logo.

Slogan is short phrases, which is very important
to help deliver brand information in order to
build brand-conscious consumers. The slogan
will usually be used in advertising in aspect
marketing. It is also very helpful in packaging
products. Nowadays almost every brand has
added a slogan to its brand. It is repeated
constantly in every advertisement,
representative materials and communications Figure 3.1
tools (Kotlers 2007, 85). This statement is also
supported by Yushchuk and Dzyaba (2012) a In this game also researchers have designed
slogan is crucial in order build a stronger bond packaging to further enhance the aesthetic
between a brand and a consumer. value. By using the next type of brand element
that is color. Researchers have used appropriate
IV) Colour colors such as contrast colors to attract people's
attention. Figure 3.2 shows packaging of Tap
According to Madden (2000), Colour is an Kick logo.
integral part of products, services, packaging,
logos, and other collateral and can be an
effective means of creating and sustaining
brand and corporate images in customers'
minds. This statement supported by Schmitt
and Pan (1994) declare that colour is also an
important component of many corporate and
brand-building cues, such as logos, packages,
and displays. For these reasons, colors play a
major role in consumer perceptions of products
and brands in various ways to identify brands, Figure 3.2
for example, colors are used to identify soft
drink brands - "7 up green, red Coke and Pepsi 4. Conclusion
blue (Tom and Barnett, 1987) (see Figure 3).
In conclusion, brand elements are very

important in branding Malaysian classic games
such as brand name, logo, slogan and color. By
using brand elements towards the game can
further enhance the aesthetic value of this
Figure 3: 7 up green, red Coke and Pepsi blue game. Based on this study, people will also
understand what is brand elements and the
3. Development of “Tap Kick” importance of brand elements in branding
Malaysian classic games.

Researchers have developed a game called
"Tap KicK". Tap kick is the innovation of
Malaysian classic games, Bola Kertas.
Researchers have included branding elements
in developing this game. The first type of brand
elements is the brand name, researchers have
used Tap Kick as a brand name because it is
easy to remember and symbolic of how to play
the game by tap and kick. Additionally,

5. Reference

Eleonora Seimiene (November 2014) Effect
of Brand Elements on Brand Personality
Perception. Retrieved from https://www.
researchgate.net/publication/275544927_Effec
t_of_Brand_Elements_on_Brand_Personality_
Perception

Rageviciusa, Dina (23 September 2014)
Branding elements. Retrieved from https://
www.theseus.fi/bitstream/handle/10024/81545
/23.09.2014.pdf?sequence=1

Aaker.D.A (1991) Managing Brand Equity,
The Free Press,NewYork.

NO DINK (2014) https://nodinx.com/5-basic-
types-of-logos/

https://99designs.com/blog/tips/types-of-logos/

Reza Taufik Hidayat (23 August 2016) https://
www.slideshare.net/rezataufikhidayat/brand-
element

http://www.utusan.com.my/bisnes/ekonomi/tuj
uh-elemen-kuatkan-strategi-pemasaran-anda-
1.438509

https://www.lynda.com/Design-Color-
tutorials/elements-branding/363131/380167-
4.html