Communication Management Analysis of the IIMS (Indonesia International Motor Show) Brand Identity in Enhancing Visitor Loyalty

This study aims to analyze communication management in building brand identity to enhance visitor loyalty at the 2026 Indonesia International Motor Show (IIMS). The study adopts a constructivist paradigm, a qualitative approach, and a case study method. Data were collected through interviews, observations, document analysis, and literature reviews, then analyzed using the Miles and Huberman model. Communication management was examined through the functions of planning, organizing, directing, and controlling, while brand identity was analyzed using Jean-Noël Kapferer’s Brand Identity Prism. The findings indicate that IIMS builds its brand identity through consistent visual elements, the concept “Your Infinite Automotive Experience,” integrated communication, program innovation, and collaboration with various stakeholders. This identity is reflected in six dimensions: physical, personality, culture, relationship, reflection, and self-image. These communication strategies have the potential to strengthen visitor experiences, satisfaction, and emotional connections with the brand. Therefore, communication management serves as a strategic element in establishing a consistent brand identity and supporting visitor loyalty.