SAQA

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.

SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE:

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	8
REGISTRATION STATUS		REGISTRATION START DATE	REGISTRATION END DATE	SAQA DECISION NUMBER
Passed the End Date - Status was "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	Passed the End Date - Status was "Reregistered"	2023-06-30	As per Learning Programmes recorded against this Qual
Core	20908	National Diploma: Customer Management	Level 5	NQF Level 05	Passed the End Date - Status was "Reregistered"	2023-06-30	SERVICES
Core	20904	National Diploma: Marketing Communications	Level 5	NQF Level 05	Passed the End Date - Status was "Reregistered"	2023-06-30	SERVICES
Core	61593	National Diploma: Marketing Management	Level 5	NQF Level 05	Passed the End Date - Status was "Reregistered"	2023-06-30	As per Learning Programmes recorded against this Qual
Core	20896	National Diploma: Marketing Research	Level 5	NQF Level 05	Passed the End Date - Status was "Reregistered"	2023-06-30	SERVICES
Core	49603	Bachelor of Visual Communications	Level 6	Level TBA: Pre-2009 was L6	Passed the End Date - Status was "Reregistered"	2023-06-30	CHE
Core	21847	National Diploma: Manufacturing Management: Food and Beverage	Level 6	NQF Level 06	Passed the End Date - Status was "Reregistered"	2023-06-30	FOODBEV
Elective	59201	National Certificate: Generic Management	Level 5	Level TBA: Pre-2009 was L5	Passed the End Date - Status was "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	Passed the End Date - Status was "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.

1.	A P L CARTONS CT
2.	Digital School of Marketing (Pty) Ltd