<![CDATA[Research aim: This study aims to identify factors that influence brand image and strategies to strengthen the brand image of PT Laksmana Wira Solusi. Design/Methods/Approach: This study uses a qualitative approach with data analysis techniques, namely SWOT analysis. Research Finding: The brand image of PT Laksmana Wira Solusi is influenced by internal factors such as innovation of the young team, flexibility, market specialisation, and weaknesses such as lack of experience, network, and marketing activities. External factors include opportunities from tourism growth, government support, and digital trends, but also face threats from competitors, regulatory changes, and low digital literacy in the region. Strengthening strategies are carried out through the development of sustainable digital services, focusing on niche markets, small project collaboration, increasing digital presence, and providing modular service packages. Theoretical Contribution/ Originality: This study provides theoretical contributions by raising the issue of brand image in a new tourism consulting company with a topic that has not been widely studied in previous literature. The originality of the study lies in the identification of brand image strengthening strategies in startups that have limited experience. The study also highlights the importance of a comprehensive approach in building brand image. The results of this study can be a reference for developing brand image in startup companies, especially consulting service companies, particularly those operating in the tourism sector. Practical/Policy implication: New tourism consulting firms need to focus on building a portfolio, maintaining service quality, utilising digital promotions, choosing a market niche, and establishing local collaborations to strengthen the brand image. Research limitation: This research is limited to one case study, namely PT Laksmana Wira Solusi, so it cannot be generalised to similar companies. The descriptive qualitative approach used has not quantitatively measured the influence of each factor on brand image. The number of informants is also still limited and has not involved a broader external perspective. ]]>
