My understanding of your question is that you want to create a firmware image using the command line from a batch file. I use the IAR tools for the MSP430 and AVR32 processor families, and the command line used to invoke the IAR assembly process from the command line is
iarbuild "Project_File.ewp" -make BUILD_NAME -log info
where BUILD_NAME is the build configuration ("Debug" or "Release" are the two default options). The syntax of the iarbuild command is provided in the Embedded workbench manual.
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