| Summary: | The brand personality in the higher education institution (HEI) is a way that it has tocommunicate with society (DA ROCHA e ALPERSTEDT, 2006) , it is a subject ofdiscussion in marketing ( SUNG e KIM , 2010). By admitting the need for the HEIs to workefficiently its marketing management (KOTLER e FOX 1996; TORRES, 2004; HARMON eWEBTSTER, 2007; BRAVIN e IKEDA, 2010; HAMMOND; BRAVIN e IKEDA, 2010;ZEBAL e GOODWIN, 2012) and especiallyits communication with society, this paper aimsto study: how the students perceive the brand personality in a HEI located in the hinterland ofSanta Catarina state. To achieve this, we performed two qualitative approaches focus grouptype with 43 undergraduate students of pedagogy, languages, mathematics and historyundergraduate courses. By means of bibliographic researches for similar studies, we observedthe existence of 144 attributes which may represent a brand personality. The results revealedthat exist 52 more attributes that can be a human characteristic applicable in to a particularbrand (personality), specifically for the higher education institution. The adopting brandpersonality by an higher education institution is part of a recent perspective that seeks tobetter identify it in to the market.
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