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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Identify brand mix elements 
SAQA US ID UNIT STANDARD TITLE
10048  Identify brand mix elements 
ORIGINATOR
SGB Marketing 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Marketing 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 5  Level TBA: Pre-2009 was L5 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Reregistered  2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2024-06-30   2027-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
This unit standard is a core standard and forms part of the qualification, National Diploma, and is registered at Level 5 on the National Qualifications Framework (NQF). Learners working towards this standard will be learning towards the full qualification, or will be working within a Marketing Environment, specialising in either Marketing Communication, Marketing Management, Market Research or Customer Management, where the acquisition of competence against this standard will add value to one's job.
This standard will also add value to learners who are starting their own business and recognises that Marketing forms an integral component of any business.

The qualifying learner is capable of:
  • Describing factors influencing branding
  • Explaining brand familiarity 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification will have demonstrated competence against the standards in the National Certificate in Marketing, Marketing Communication or Marketing Research or Marketing Management or Customer Management or equivalent at NQF Level 4. 

    UNIT STANDARD RANGE 
  • Marketing including all forms of marketing communications, direct marketing and relationship marketing, sponsorship, event marketing, sales promotions, public relations and alternative strategies.
  • Standard applies to marketing management, customer management, marketing communications and marketing research.
  • Brand terminology including branding, brand name, brand mark, trademark, copyright, familiarity, family brands, licence brands, individual brands, manufacturer brands and dealer brands
  • Branding means the use of a name, term, symbol or design or a combination of these, which will identify a product or service. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Describe factors influencing branding 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. Terminology used in the brand mix are identified, listed and explained. 

    ASSESSMENT CRITERION 2 
    2. The elements, which make up brand mix are listed, described and explained. 

    ASSESSMENT CRITERION 3 
    3. The purpose of branding goods is explained. 

    ASSESSMENT CRITERION 4 
    4. The conditions that are favourable to branding are listed and explained. 

    SPECIFIC OUTCOME 2 
    Explain brand familiarity 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    1. The levels of brand familiarity are listed and explained. 

    ASSESSMENT CRITERION 2 
    2. The characteristics of a good brand name are listed and explained. 

    ASSESSMENT CRITERION 3 
    3. The protection of brand names and trademarks is explained. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • Providers offering learning towards this unit standard will be accredited by the Educational Training Quality Assurance Body (ETQA) of the Services SETA and /or by The Council of Higher Education (CHE). 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    A demonstrated understanding of:
  • An overall understanding of the brand mix and its elements.
  • An all round understanding of the techniques and issues relating to brand decisions.
  • A broad understanding of strategic importance of the brand mix and its application.
  • A broad understanding of the legal protection or right to use a brand name. 


  • Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO ORGANISING 
  • Organise oneself and one's activities so that all issues surrounding brand mix elements are included in the broad understanding. 

  • UNIT STANDARD CCFO COLLECTING 
  • Collect, analyse, organise and critically evaluate information pertaining to brand names. 

  • UNIT STANDARD CCFO COMMUNICATING 
  • Communicate effectively when identifying and explaining the brand mix elements 

  • UNIT STANDARD CCFO SCIENCE 
  • Use science and technology whenever possible in the identification and use of brand mix elements. 

  • UNIT STANDARD CCFO CONTRIBUTING 
  • Understand the world as a set of related systems so that one understands how the brand mix elements combine to make the marketing situation successful. 

  • REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  62610   National Diploma: Copywriting  Level 5  NQF Level 05  Reregistered  2021-06-30  As per Learning Programmes recorded against this Qual 
    Core  20908   National Diploma: Customer Management  Level 5  NQF Level 05  Reregistered  2023-06-30  SERVICES 
    Core  20904   National Diploma: Marketing Communications  Level 5  NQF Level 05  Reregistered  2023-06-30  SERVICES 
    Core  61593   National Diploma: Marketing Management  Level 5  NQF Level 05  Reregistered  2023-06-30  As per Learning Programmes recorded against this Qual 
    Core  20896   National Diploma: Marketing Research  Level 5  NQF Level 05  Reregistered  2023-06-30  SERVICES 
    Core  49603   Bachelor of Visual Communications  Level 6  Level TBA: Pre-2009 was L6  Reregistered  2021-06-30  CHE 
    Core  21847   National Diploma: Manufacturing Management: Food and Beverage  Level 6  NQF Level 06  Reregistered  2023-06-30  FOODBEV 
    Elective  59201   National Certificate: Generic Management  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2023-06-30  As per Learning Programmes recorded against this Qual 
    Elective  58977   National Certificate: Publishing  Level 5  Level TBA: Pre-2009 was L5  Passed the End Date -
    Status was "Reregistered" 
    2015-06-30  FPMSETA 
    Elective  49532   National Diploma: Clear Fermented Beverage Processing: Brewing  Level 6  NQF Level 06  Reregistered  2023-06-30  FOODBEV 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
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    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.