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Quick Look Course Summary:Brand Mix Elements (Unit Standard 10048) (3 days)
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Length: 3 day(s)
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Price (at your venue): 1 Person R 21,125 EX VAT 3 Person R 13,658 EX VAT 10 Person R 9,124 EX VAT
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Certification Type:Accredited
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Locations & Venues: Off-site or in-house. We train in all major city centres throughout South Africa.
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Brand Mix Elements (Unit Standard 10048) (3 days)
Marketing staff who understand every element of the brand mix, know when branding pays off, and can judge and protect a brand name – with 8 accredited credits at NQF Level 5.
A strong brand helps a business sell more, hold its price and be remembered, but only if the people managing it understand what a brand is made of. This accredited branding course covers unit standard 10048, Identify brand mix elements (NQF Level 5, 8 credits), an elective in the National Certificate: Generic Management (SAQA ID 59201), which BOTI delivers under its Services SETA accreditation.
Days one and two cover the factors that shape branding: the language of the brand mix, the elements that make it up, why goods are branded at all, and the market conditions in which branding works best. Delegates test each idea on South African brands they know and on their own organisation's products.
Day three turns to brand familiarity: the levels a brand moves through on the way from unknown to preferred, what makes a good brand name, and how brand names and trademarks are protected. Each day follows the unit standard outcome by outcome, so the learner material, the workplace activities and the assessment all line up.
Why this course
For your organisation
- Marketing decisions based on a shared understanding of the brand mix
- Stronger, more consistent brands across products and channels
- Brand names chosen with care and properly protected
- Eight accredited credits at management level (NQF 5)
For your delegates
- Eight accredited credits towards the NC: Generic Management
- A clear vocabulary for discussing brands
- A brand audit of your own organisation's products
- Practical checklists for brand names and trademarks
What delegates will be able to do
- Explain the key terms used in branding and the brand mix
- Describe each element of the brand mix and how the elements work together
- Explain why businesses brand their goods
- Identify the market conditions that favour branding
- Explain the levels of brand familiarity with examples
- Assess a brand name against the qualities of a good name
- Explain how brand names and trademarks are protected
Who should attend
Marketing coordinators, brand and product assistants, marketing communication staff, sales and customer managers, and business owners building their own brands. Delegates should already be competent in marketing, marketing communication, market research, marketing management or customer management at NQF Level 4, or equivalent.
Course outline
Day 1 – Unit standard 10048: the language and elements of the brand mix
Outcome 1: Brand terms and the elements of the brand mix
- Brand, brand name, brand mark and trademark
- Brand image, brand personality and positioning
- The elements that make up the brand mix
- Packaging and labelling as part of the brand
- How the elements work together
Brand mix workshop
- Analysing well-known South African brands
- Mapping the brand mix of your own products
Day 2 – Unit standard 10048: why and when branding works
Outcome 1, continued: The purpose of branding and the right conditions
- Why manufacturers and retailers brand their goods
- What branding offers buyers and sellers
- Manufacturer, retailer and generic brands
- Market conditions that favour branding
- When branding is not worth the cost
Applying the factors
- Case studies: brands that succeeded and brands that failed
- Recommending a branding approach for a product
Day 3 – Unit standard 10048: brand familiarity and brand protection
Outcome 2: Brand familiarity
- The levels of brand familiarity, from rejection to insistence
- Qualities of a good brand name
- Testing brand names against those qualities
- Protecting brand names and registering trademarks
Putting it together
- A brand audit of your organisation
- Feedback and reflection
- Portfolio of evidence: what to submit
How it is delivered
Three days, 08:30-16:00. In person at your offices anywhere in South Africa, at a BOTI venue, or live online. One delegate or a group of up to 20. Learner guide and workbook for each unit standard, practical workplace activities, and a portfolio of evidence that delegates complete after the course for assessment and moderation.
What our clients say
“The training was practical, engaging and relevant to our workplace environment, providing participants with valuable knowledge and practical skills that could be applied in their respective roles.”
“The facilitator was excellent and took time to ensure that the employee understood the content and was able to apply the learning in order to develop the portfolio of evidence.”
“The training was well received and we were impressed by the knowledge of the facilitators and the quality of overall training.”
Frequently asked questions
Is this course accredited?
Yes. It covers unit standard 10048, Identify brand mix elements (NQF Level 5, 8 credits), an elective in the National Certificate: Generic Management (SAQA ID 59201), delivered under BOTI's Services SETA accreditation (12582).
Until when can delegates enrol?
Delegates can enrol until 30 June 2028.
Are there entry requirements?
Delegates should already be competent in marketing, marketing communication, market research, marketing management or customer management at NQF Level 4, or equivalent.
How are delegates assessed?
After the course each delegate completes a portfolio of evidence, which is assessed and moderated. Delegates found competent receive a statement of results.
Is there a shorter version without assessment?
Yes. Marketing Fundamentals Training Course covers the basics of marketing in one day, with a BOTI certificate of attendance.
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