Dalam era persaingan industri otomotif yang semakin kompetitif, branding organisasi sangat penting untuk membentuk citra dan loyalitas publik. Penelitian ini bertujuan untuk menganalisis strategi branding Ikatan Motor Indonesia (IMI) melalui partisipasinya dalam Indonesia International Motor Show (IIMS) 2025. Penelitian menggunakan metode kualitatif dengan pendekatan studi kasus. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi langsung, studi literatur, dan dokumentasi. Analisis data menggunakan model Miles dan Huberman melalui pengumpulan, reduksi, penyajian data, dan penarikan kesimpulan dan verifikasi. Hasil penelitian menunjukkan bahwa IMI berhasil memanfaatkan lima elemen utama branding menurut Dinnie, (2022), yaitu identitas, citra, pemosisian, kepribadian, dan komunikasi merek melalui program seperti IMI Goes to Campus, kolaborasi mitra, talkshow, dan podcast. Strategi ini efektif membentuk citra IMI sebagai organisasi yang inklusif, edukatif, dan relevan bagi generasi muda. Penelitian selanjutnya disarankan untuk mengevaluasi dampak jangka panjang strategi branding ini terhadap loyalitas komunitas otomotif.

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In an era of growing competitive automotive industry, organisational branding is essential to shape public image and loyalty. This research aims to analyse the branding strategy of the Ikatan Motor Indonesia (IMI) through its participation in the Indonesia International Motor Show (IIMS) 2025. The research used a qualitative method with a case study approach. Data collection techniques were conducted through in-depth interviews, direct observation, literature study, and documentation. Data analysis used the Miles and Huberman model through collection, reduction, data presentation, and conclusion drawing and verification. The results showed that IMI successfully utilised the five main elements of branding according to Dinnie, (2022), namely identity, image, positioning, personality, and brand communication through programmes such as IMI Goes to Campus, partner collaborations, talk shows, and podcasts. This strategy is effective in shaping IMI's image as an organisation that is inclusive, educative, and relevant to the younger generation. Future research is recommended to evaluate the long-term impact of this branding strategy on automotive community loyalty.