Building up the brand

How we helped the Korea Expressway Corporation revitalize its Hi-Pass system

 

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Hi-Pass

The Korea Expressway Corporation—operator of the country’s electronic toll collection system, “Hi-Pass”—approached Interbrand to assess the success of its Hi-Pass system and develop ideas to promote it nationwide.

Evaluating the system’s brand value, Interbrand leveraged findings on brand strength and role-of-brand scores (major components in our assessment on future brand value) to present a mid- and long-term communications strategy for building Hi-Pass’ presence countrywide and positioning it as a brand that drives momentous social and economic advantage.