<![CDATA[The increasingly fierce competition in the automotive industry is driving companies to build their brand image through various communication strategies, one of which is through event management. The Indonesia International Motor Show (IIMS) 2025 is one of the largest automotive exhibitions in Indonesia that carries the concept of Your Infinite Autotainment Experience by integrating automotive and entertainment elements. This study aims to analyze the implementation of IIMS 2025 event management in building the brand image of the automotive industry. The study uses a descriptive qualitative approach with data collection techniques in the form of in-depth interviews, documentation, and literature studies. The analysis is based on event management theory which includes planning, organizing, actuating, and controlling/evaluating as well as brand image theory which includes brand identity, brand personality, and brand association. The results show that IIMS 2025 successfully implemented structured event management through careful planning, effective coordination between stakeholders, innovative program implementation, and continuous evaluation. The main factors that support the formation of brand image include communication consistency, program quality, stakeholder involvement, and the use of digital media. The concept of Your Infinite Autotainment Experience successfully strengthens the identity, personality, and brand association of IIMS as an innovative, professional, and relevant automotive exhibition to the needs of modern society.]]>
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