Since giving human personality traits to brands is no longer just proven, but also more and more in use, concept of brand personality becomes important part of marketing and brand management. Brand personality can be defined as a set of human characteristics that are attributed to a brand name. Today it is considered to be one of the most important managed dimensions of brand identity which influences the preferred image in customer's minds. Positive image i sthe one creating value for the company, thereby, brand personality is considered to be the source of brand value. As the situation at the market is very competitive, especially in the financial services, organisations are giving more and more attention to the building of personality of corporate brand, as they are becoming aware that corporate brand is reflecting values of the organisation. This paper examines how consumers of different age groups in the Republic of Croatia perceive personality banking brand which they use, which human traits and dimensions of personality traits do they attach to their bank. A survey conducted for the purpose of this diploma work is related to the three leading banks in Croatia: Privredna banka Zagreb, Zagrebačka banka and Erste banka. J.L.Aaker developed in 1997 the most important scale for measuring brand personality dimensions, which is used in this paper. The results of the research of individual banks are grouped into five dimensions (sincerity, excitement, competence, sophistication and harshness), in which the Aaker grouped 42 attributes which describe the brand personality traits.