In this article, we present an identification procedure that allows the determination of the viscoelasticity behavior of different grades of pure bitumen (bitumen 35/50 and bitumen 10/20). The procedure required in the first stage a mechanical response based on macroindentation experiments with a cylindrical indenter. A finite element simulation was performed in the second stage to compute the mechanical response corresponding to a viscoelasticity model described by three mechanical parameters. The comparison between the experimental and numerical responses showed a perfect matching. In addition, the identification procedure helped to discriminate between different bitumens characterized by different asphaltene and maltene contents. Finally, the developed procedure could be used as an efficient tool to characterize the mechanical behavior of the viscoelastic materials, thanks to the quantified relationship between the viscoleastic parameters and the force-penetration response. (c) 2013 Wiley Periodicals, Inc. J. Appl. Polym. Sci. 130: 3440-3450, 2013