The contemporaneity is considered the Era of the image. Images are social representations, made to communicate. Such as documents and writings, images can turn explicit thoughts and social behaviors of a generation. In the advertising field, many say that we live the Era of the brand. It is omnipresent and omnipotent. The objective of this research was to study the social position of the brand in the contemporaneity, built inside social and cultural spheres, identifying the occurrence of the valorization process of a brand’s image, within the view of production surplus value and the design contribution in this process. To fit this purpose, the conception of branding and the designer role, were determined among professionals who work in this field, such as social workers. The design management proved to be essential to build an innovating image for the companies. It was recognized a brand hierarchy, categorized into four major groups: the leading brand; competitor, leader follower; the generic one- but still similar; and the copy. The symbolic value of the brand led to the parallel market of the imitation. The symbolic capital increases the economical capital, and because of it, the brand creates an identity relationship with its customers. The capitalist ideology, stemming from the Industrial Revolution, is characterized by space-time relation. In the contemporary times, we feel the compression of this relationship: time is scanty, instantaneous, and the space is smaller in a globalized world. Consumption has become an instance of social relations and an essential part of the contemporary habit. The media, like family and school, is responsible for the values inculcation. Massive investment in communication, in different types of media, means brand inculcation in hearts and minds and includes it in the society habitus. In the economy of symbolic brand exchanges, it was realized that transgression and innovation are critical to brand valorization and the concept of creative genius, that emerged in the Renaissance, is present - relating the designer to the artistic geniality. The cool creativity - is highly valued in todays society, which elevates the symbolic value of designers, who are its creators. The case study of the brand Havaianas presented its structure as a symbolic product, evidencing the importance of the designer for its valorization. The branding of Havaianas succeeded through several strategic actions and, in less than two decades, has transformed the image of a popular product, with no erudite meaning, into an adored and desired product by all social classes. Havaianas created a brand that is originated in Brazil, which praises the qualities of the country, connecting Brazilians. To foreigners, its image shows the exoticism of the tropics - the beaches, natural beauties, color, warmth, beautiful women - and the Brazilian identity, an object of desire for citizens of the northern hemisphere. The brand image of Havaianas showed that, in contemporary society, a brand can be worshiped, as were the gods in Antiquity, but it differs from the images of that time because it is its own reality and not a mediator of divine reality. The brand became the category that generates the identity, stability, satisfies desires and connect social groups.