The topic of this master’s thesis is related to the determination of the universal scale of brand personality on the example of the automotive market in Croatia. In the theoretical part of the work, the concept of consumer behavior is explained, and the OCEAN scale of consumer personality is introduced. Then the concept of brand personality is introduced and explained, its connection with the OCEAN classification, but also the importance of determining and managing it in the business world. Examples of how the brand personality in the automotive industry is used and the benefits of its use are given, but the biggest drawback is the absence of a universal scale or classification of brand personalities, and also the inconsistency of previous scales across different cultures and product categories. While further analyzing the literature, its concluded that the scale determined by Geuens, Weijters and De Wulf (UBPS) is the most universal and of the highest quality, and that in this paper there will be empirical research that would confirm the new classification.The empirical research in the paper was designed in such a way as to prove the usability of the new scale of brand personality in the Republic of Croatia, using the example of the automobile market, and thus to confirm its cross-cultural relevance, and relevance in different product categories. The research was conducted on 401 respondents, and it was designed in such a way as to find out how the respondents perceive car brands, as well as few commonly used brands. These data were then used in the discussion, and based on them, certain conclusions were reached about the usability and relevance of the scale in Croatia on the example of car brands, then the limitations and contribution of the research as well as recommendations for future works about brand personality classifications are stated.