The main purpose of this study is to investigate the impact of human capital and relational trust on B2B brand equity. The findings demonstrate positive effects of human capital and relational trust on brand associations, perceived quality, and brand loyalty. Perceived quality and human capital were found to have stronger direct effects than relational trust on the key outcome of brand building efforts that is brand loyalty. The study advances knowledge on B2B brand equity and highlights the relevance of considering customers’ perceptions about service providers for developing successful brand management strategies.