Correspondence: Morten Bach Jensen, Grundfos Management A/S, Poul Due Jensens Vej 7, Bjerringbro DK-8850, Denmark. Tel: +45 2988 1669; Fax: +45 7218 5001; E-mail: mbachjensen@grundfos.com

¹is a senior business researcher at the Danish industrial pump manufacturer Grundfos. Further, he is affiliated as an industrial PhD-fellow with the IT University of Copenhagen, Aarhus School of Business, and Copenhagen Business School. Throughout the last 13 years, he has worked in marketing at larger industrial companies, in teaching and academia, as well as at a large consultancy firm. Morten Bach Jensen holds a BSc in Engineering and an MSc in IT.

²is Senior Vice President of Corporate Branding at industrial pump manufacturer Grundfos, where he, during the last 17 years, has held several positions, including General Manager for the Swedish subsidiary, Grundfos AB. Kim Klastrup is a member of multiple private and academic advisory boards, and serves as an external examiner at several universities. Kim holds an MSc in political science as well as an MBA from Henley Management College in the UK.

Received 13 January 2008; Revised 13 January 2008; Published online 17 March 2008.

Abstract

Until recently branding has mainly been discussed in a consumer marketing setting. Practitioners and academia have, however, recently shown interest in B2B branding. Naturally this has led to a need for performance measuring and diagnostic tools for brand equity in a B2B setting. Our evaluation of existing structural models shows that they have either theoretic or validative problems in B2B markets. We therefore propose an alternative model and validate it into two B2B target groups.