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: 

Demonstrate an understanding of corporate identity 
SAQA US ID UNIT STANDARD TITLE
335838  Demonstrate an understanding of corporate identity 
ORIGINATOR
Task Team - Public Relations 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Public Relations 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 4  NQF Level 04 
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 replaces: 
US ID Unit Standard Title Pre-2009 NQF Level NQF Level Credits Replacement Status
115415  Assist with the implementation of corporate identity and corporate image programmes  Level 4  NQF Level 04  Complete 

PURPOSE OF THE UNIT STANDARD 
The learner successfully completing this Unit Standard will gain essential knowledge of and practical exposure to the concept of corporate identity. Learners will have an understanding of the impact of implementing a corporate identity and branding. Learners will also be able to describe the factors and ways in which corporate image can be affected.

Learners credited with this unit standard will be able to:
  • Demonstrate an understanding as why corporate identity is implemented.
  • Explain the practices that affect corporate image. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    It is assumed that the learner has the following knowledge and skills:
  • Communication at NQF Level 3. 

  • UNIT STANDARD RANGE 
  • Corporate identity refers to the distinctive characteristics or personality of an organisation, including corporate culture, values, and philosophy as perceived by those within the organisation and presented to those outside.
  • Corporate identity is expressed through the name, symbols, and logos used by the organisation, and the design of communication materials, and are a factor influencing the corporate image of an organisation. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Demonstrate an understanding as why corporate identity is implemented. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    An explanation is given of the differences between corporate identity, corporate image and branding. 

    ASSESSMENT CRITERION 2 
    The impact of branding in an organisation is explained using examples. 

    ASSESSMENT CRITERION 3 
    Branding and image are explained as key components of corporate identity. 

    ASSESSMENT CRITERION 4 
    The components of a corporate identity are described in terms of their uses. 
    ASSESSMENT CRITERION RANGE 
    Corporate identity components may include but are not limited to manuals, logos, typefaces (fonts) and colour palettes.
     

    SPECIFIC OUTCOME 2 
    Explain the practices that affect corporate image. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The factors that affect corporate image are identified and explained with examples. 

    ASSESSMENT CRITERION 2 
    Ways in which the staff can help improve corporate image are identified which highlight good and bad practices. 

    ASSESSMENT CRITERION 3 
    Guidelines are identified which eliminate practices which have a negative effect on the corporate image of an organisation. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • An individual wishing to be assessed (including through RPL) against this Unit Standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA, or an ETQA that has a Memorandum of Understanding with the relevant ETQA.
  • Anyone assessing a learner against this Unit Standard must be registered as an assessor with the relevant ETQA or with an ETQA that has a Memorandum of Understanding with the relevant ETQA.
  • Any institution offering learning that will enable achievement of this Unit Standard or assessing this Unit Standard must be accredited as a provider with the relevant ETQA or with an ETQA that has a Memorandum of Understanding with the relevant ETQA.
  • Moderation of assessment will be conducted by the relevant ETQA at its discretion. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • Corporate identity materials.
  • Corporate image and corporate identity.
  • Factors that influence corporate image.
  • Knowledge of the ways in which a corporate image programme can be implemented. 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    This unit standard promotes, in particular, the following Critical Cross-Field Outcomes:

    Collecting, analysing, organising and critically evaluating information to better understand and explain:
  • Why corporate identity is implemented.
  • The practices that affect corporate image. 

  • UNIT STANDARD CCFO DEMONSTRATING 
    Demonstrating an understanding of the world as a set of related systems by recognising that problem-solving contexts do not exist in isolation when:
  • Demonstrating an understanding as why corporate identity is implemented
  • Explaining the practices that affect corporate image. 

  • UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

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

    UNIT STANDARD NOTES 
    This unit standard replaces unit standard 115415 , "Assist with the implementation of corporate identity and corporate image programmes", Level 4, 5 credits. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Core  71729   Further Education and Training Certificate: Public Relations Practice  Level 4  NQF Level 04  Reregistered  2023-06-30  SERVICES 


    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.
     
    NONE 



    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.