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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Higher Certificate: Brand Building Practice 
SAQA QUAL ID QUALIFICATION TITLE
90658  Higher Certificate: Brand Building Practice 
ORIGINATOR
The Independent Institute of Education (Pty) Ltd 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Higher Certificate  Field 04 - Communication Studies and Language  Communication Studies 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  120  Not Applicable  NQF Level 05  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Registered-data under construction  EXCO 0324/24  2024-07-01  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-06-30   2031-06-30  

Registered-data under construction

The qualification content is currently being updated for the qualifications with the status “Registered-data under construction” or showing “DETAILS UNDER CONSTRUCTION” to ensure compliance with SAQA’S Policy and Criteria for the registration of qualifications and part-qualifications on the National Qualifications Framework (NQF) (As amended, 2022). These qualifications are re-registered until 30 June 2027 and can legitimately be offered by the institutions to which they are registered.

 

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.  

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The purpose of this qualification is to provide an entry level qualification that will enable learners to enter internships or learnerships or entry-level positions in related fields or to assist learners to qualify for access to a Degree or Diploma in brand strategy, marketing, media and communication related fields. The qualification therefore focuses on brand and communication principles, theories and practices, as well as creative and conceptual development, to provide the balanced skill set identified as critical for successful further studies into the management of brand communication or appropriate entry level positions in industry.

On completion of this qualification, learners would be able to:
  • Demonstrate the ability to think creatively in order to craft innovative brand designs.
  • Present and communicate information reliably and appropriately.
  • Conduct basic research and extrapolate information in an academically accepted manner.
  • Demonstrate an understanding of business principles related to corporate branding.
  • Demonstrate a sound understanding of accounting and economic principles relevant to the brand communication sector.

    Rationale:
    This Higher Certificate: Brand Building Practice qualification would assist learners who did not achieve a Bachelor's degree admission status on their NSC with an alternative route to degree (or diploma) studies. The advantage of using a Higher Certificate in this manner is that, through its combination of theory, practice and academic skills, it provides some of the grounding these learners are lacking, while also providing a stand-alone qualification closely aligned with the vocational area of focus for those that do not intend to proceed with further studies.

    The qualification is designed with a balance of theoretical, experiential and practical components which facilitate the enhancement of brand/business thinking and academic growth. While the focus of the qualification is primarily aimed at creating a pathway to further studies, the core modules provide a basic business understanding for learners to enter the working world at an entry level position. In the context hereof, this Higher Certificate is aimed at individuals seeking an entry level qualification or learners seeking a foundational, exit level qualification focussing on creative brand communication.

    Learners would be equipped to take on junior or assistant positions in the creative branding and corporate communication sectors as they would have mastered basic principles and applications of branding and creative communication theory and practice. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that the learners would be competent in the language of instruction and the theoretical and practical knowledge and understanding accomplished at NQF Level 4.

    Recognition of Prior Learning (RPL):
    Learners can achieve this qualification in part through recognition of prior learning. Learners may apply for credits and exemptions for subjects already passed in-house or at other recognised Institutes. Skills, knowledge and experience in respect of competencies acquired through informal and non-formal learning are also assessed in the RPL process.

    The institutional policy guides the process whereby skills, knowledge and experience in respect of competence acquired through formal and non-formal learning are assessed. All RPL submissions are managed by an academic committee under the supervision of the Academic Manager and Registrar.

    Access to the Qualification:

    Access is open to learners who hold a:
  • Senior Certificate (SC) with English.
    Or
  • National Senior Certificate (NSC) with English.
    Or
  • NC (Vocational) at NQF Level 4.
    Or
  • Learners with three years' work experience and proven ability relating to the proposed qualification as well as adequate communicative skills and are at least 23 years of age. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    The Higher Certificate in Brand Building Practice consists of 10 compulsory modules at NQF Level 5, totalling 120 credits.

    Brand Business Principles and Fundamentals, 15 credits.
    Introduction to Creative Brand Communication, 15 credits.
    Communication Science, 15 credits.
    Personal Computing, 5 credits.
    Mathematical Application, 5 credits.
    Introduction to Creative Development, 15 credits.
    Introduction to Finance, 10 credits.
    Introduction to Economics, 10 credits.
    Introduction to Academic Reasoning and Critical Thinking, 15 credits.
    Simulation Project, 15 credits. 

    EXIT LEVEL OUTCOMES 
    1. Demonstrate the ability to think creatively in order to craft innovative brand designs.
    2. Present and communicate information reliably and appropriately.
    3. Conduct basic research and extrapolate information in an academically accepted manner.
    4. Demonstrate an understanding of business principles related to corporate branding.
    5. Demonstrate a sound understanding of accounting and economic principles relevant to the brand communication sector.

    Critical Cross-field Outcomes:
    All the Critical Cross-field Outcomes are addressed in this qualification. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • The concept of creativity is explored to develop an understanding of the principles that apply to the creative process.
  • The application of conceptual thought principles is explored in brand building.
  • Knowledge of persuasion and argumentation is applied to construct creative brand messages and images.
  • Knowledge of creative materiality and production is demonstrated in a brand building environment.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Information is communicated effectively and professionally in a reliable and coherent manner to promote brand communication.
  • Various principles related to verbal and non-verbal communication are used to promote brand messages through the communication process.
  • A variety of technology-based tools are utilised to communicate information related to a brand communication environment.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Relevant information on brand communication and applications from academically accepted sources is acquired.
  • Information is assessed for validity, reliability and accuracy.
  • Information required is evaluated, synthesised and presented in an academically accepted manner.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • The applications of modern business principles, practices and processes are identified and defined.
  • The internal and external factors that impact on the planning, management and control of business activities are identified.
  • Basic knowledge of principles and theories related to the management of brand communication is displayed.
  • The application of business principles to a brand communication environment is explained.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Basic accounting concepts and principles related to the finances of a brand communication business are identified and applied.
  • Economic principles impacting on brand communication organisations are explored within a micro- and macro-economic environment.
  • An understanding of the economic factors that inform market responses and impact on brand communication organisations is displayed.

    Integrated Assessment:

    Formative Assessment:
    Learning and assessment are integrated. Continual formative assessment is required so that learners are given feedback on their progress in the achievement of learning outcomes. The scheme of work includes assignments based on the learning material and learners are given feedback. The process is continuous and focuses on smaller sections of the work and limited numbers of outcomes which are assessed using tests, assignments, case studies and several different projects.

    Summative Assessment:
    Summative assessment is concerned with the judgement of the learning in relation to the Exit Level Outcomes of the qualification. Such judgement must include integrated assessments which test the learner's ability to integrate the larger body of knowledge, skills and attitudes that are represented by the Exit-Level Outcomes as a whole. Examinations, projects or equivalent assessment such as a portfolio of evidence assess a representative selection of the outcomes practised and assessed in the formative stage. Summative assessment also tests the learner's ability to manage and integrate a large body of knowledge to achieve the stated outcomes of a module. 
    		•

    INTERNATIONAL COMPARABILITY 
    This qualification has been compared to relevant international qualifications to ensure that it meets accepted requirements and standards generally associated with a programme of this nature. Due to the unique nature of the qualification as a foundation course towards building a career in brand communication and management, limited applicable international qualifications were identified.

    One example of a similar qualification is the Certificate in Product and Brand Management offered by the MUST University in New Zealand. This qualification offers a Major in product and brand management, supported by modules related to development management, communication and new product development. Similarly, this Higher Certificate: Brand Building Practice, offers the module Brand Business Principles and Fundamentals aimed at supporting the learner's understanding of the brand management process. However, the Certificate in Product and Brand Management provides more in-depth knowledge on subject areas related to product management and development.

    The Graduate Certificate in Brand Management offered by Seneca, Ontario, Canada, involves analysing all aspects of a brand and then devising a plan to build brand equity. The aim of the qualification is to equip graduates with skills and knowledge to develop brand strategies focused on consumers. Equally this Higher Certificate: Brand Building Practice aims to provide learners with basic knowledge and understanding of brand strategies through modules such as Introduction to Creative Development and Introduction to Creative Brand Communication. The application thereof towards the compilation of a brand concept and brief is achieved through the practical project.

    The Certificate of Brand Management offered by the Australian Online Courses is offered as an online professional development course that provides foundation information to incumbents interested in brand management. It takes learners through the concept of a brand, to building, evaluating and maintaining brand equity. The Higher Certificate: Brand Building Practice is aligned with this qualification in that it also aims to provide learners with foundation knowledge of brand building and the management of brands. Modules such as Brand Business Principles and Fundamentals as well as the Introduction to Finance and Introduction to Economics provide a sound foundation for managing brands and understanding the responsibilities of a brand manager. However, the qualification offered by the Australian Online Courses extends its scope to include brand trend and consumer requirements, which are not included in the Higher Certificate: Brand Building Practice.

    The Drexel University in Philadelphia, United States of America, offers a Certificate in Brand and Reputation Management. The aim of the qualification is to prepare learners to function in an increasingly competitive and volatile brand and reputation management marketplace. It introduces learners to the concept of corporate branding, the components that make up a good brand and how to develop brand strategies appropriate to various types of organisations. Similarly, the module Brand Business Principles and Fundamentals within the proposed Higher Certificate: Brand Building Practice aim to provide learners with an understanding of business principles involved in brand management. However, the aim of this qualification is not to develop brand strategies but rather to provide an understanding of current strategies related to the management of brand communication that can be built upon in further qualifications.

    Conclusion:
    Based on the above comparison it is evident that the Higher Certificate: Brand Building Practice has been designed in a manner similar to relevant to international qualifications. Content included in the Higher Certificate will therefore provide learners with an adequate foundation required to enrol for and complete further higher education qualifications in brand management and related disciplines. 

    ARTICULATION OPTIONS 
    This qualification articulates vertically with the Bachelor of Arts: Brand Building and Management, at NQF Level 7.

    This qualification articulates horizontally with other higher certificates in Marketing at NQF Level 5. 

    MODERATION OPTIONS 
  • The IIE ensures the quality of its qualifications through a stringent process of internal and external control and quality assurance as set out in the institutional profile.
  • All summative assessments in the exit level modules are externally moderated while all others are internally moderated.
  • There is sophisticated system of internal and external moderation to assure quality and ensure equity of provision. Feedback from moderators is used to improve the quality of assessment, material and learner support and also ensure fairness and validity in any particular examination cycle. External moderation is also used to ensure that the quality of the programme content and its assessment is comparable to that offered by other providers. 
    		•

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    Assessors and moderators must hold a qualification at least one level higher than the qualification being assessed or moderated. Moderators are also required to have more than two years teaching experience. Assessors, with less than two years' experience, have their assessment work moderated by a peer. 

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2015. 

    NOTES 
    N/A 

    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
     
    NONE 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS QUALIFICATION: 
    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. The Independent Institute of Education (Pty) Ltd 


    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.