The Malaysian Garden Concept Design Branding: Whose Role is it Anyway?

Ahmad Zamil  Zakaria; Melasutra  Md Dali; Hazreena  Hussein

doi:10.21834/ebpj.v6iSI4.2914

Authors

Ahmad Zamil Zakaria Universiti Teknologi MARA Perak Branch, Seri Iskandar Campus, Perak, Malaysia.
Melasutra Md Dali Center for Sustainable Urban Planning & Real Estate, Faculty of Built Environment, University of Malaya, Malaysia
Hazreena Hussein Center for Sustainable Urban Planning & Real Estate, Faculty of Built Environment, University of Malaya, Malaysia

DOI:

https://doi.org/10.21834/ebpj.v6iSI4.2914

Keywords:

Malaysian Garden; National Identity; Landscape Architecture; Concept Branding

Abstract

Two decades ago, Malaysian leaders had expressed their desire to have a garden design concept that can represent Malaysia. This study explores the Malaysian Garden Concept (MGC) branding from the perspectives of experts recognized by the National Landscape Department (NLD). This study applies a qualitative research method, in which researchers have interviewed respondents using specific effective techniques. The MGC is meant for public parks and designed for all uses but has some significant issues. The finding found that intensive promotion, marketing, and advertising can help implement the concept of Malaysian Garden in the future.

Keywords: Malaysian Garden; National Identity; Landscape Architecture; Concept BrandingÂ

eISSN: 2398-4287Â© 2021. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peerâ€“review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians/Africans/Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.

DOI: https://doi.org/10.21834/ebpj.v6iSI4.2914