Abstract The body of research within industrial context still lags far behind our knowledge of branding in consumer context as most of research discussions have been developed in consumer context. In particular, the role of specific brand associations in liberalized energy brands is still to a large extent largely undetermined. Moreover, previous studies over rely on tangible and rational attributes which alone cannot explain fully the logic behind purchase decisions in B2B context. Therefore, this paper is set to investigate the industrial brand equity in Liberalized Energy Market in Egypt for companies operating in the Joint sector. Up to the researchers 'knowledge, this is the first trial to investigate a comprehensive model for industrial brand equity in liberalized Energy market context. As well as, the mediating role of trust between brand associations and brand loyalty will be considered.