Brush seals are designed to survive transient rotor rubs. Inherent brush seal flexibility reduces frictional heat generation. However, high surface speeds combined with thin rotor sections may result in local hot spots. Considering large surface area and accelerated oxidation rates, frictional heat at bristle tips is another major concern especially in challenging high-temperature applications. This study investigates temperature distribution in a brush seal as a function of frictional heat generation at bristle tips. The two-dimensional axisymmetric computational fluid dynamics (CFD) analysis includes the permeable bristle pack as a porous medium allowing fluid flow throughout the bristle matrix. In addition to effective flow resistance coefficients, isotropic effective thermal conductivity as a function of temperature is defined for the bristle pack. Employing a fin approach for a single bristle, a theoretical analysis has been developed after outlining the brush seal heat transfer mechanism. Theoretical and CFD analysis results are compared. To ensure coverage for various seal designs and operating conditions, several frictional heat input cases corresponding to different seal stiffness values have been studied. Frictional heat generation is outlined to introduce a practical heat flux input into the analysis model. Effect of seal stiffness on nominal bristle tip temperature has been evaluated. Analyses show a steep temperature rise close to bristle tips that diminishes further away. Heat flux conducted through the bristles dissipates into the flow by a strong convection at the fence-height region.