In contemporary society, imagery and symbolic are part of the process of economic valorisation of goods. More than a simple covering of merchandise, the flow of stimuli, evocations, and expressions that arise from imagery, symbolic, and myth is a structure. It pervades daily life and people’ relationships with
merchandise. As a consequence, the economy of late capitalism has the appearance of a symbolic economy, where the production of sense which is not a prerogative of companies or media, but is increasingly a creative and critic activity that belongs to people becomes production of value. The essay intends to define the concept of ‘symbolic economy’, as well as to understand the meaning of such expression in the social and business context, and to investigate company strategies.