This article puts in light a new social representation, the environement as branding, in addition to the typology of seven social representations of the environment resulting from the research in environmental education conducted by Sauvé and Garnier in 2000. Such a representation emerged through our doctoral research. The aim of this research was to study the dialogical dynamics of environmental knowledge, mainly the construction of knowledge through a participatory Local Agenda 21process, which applies and promotes the principles of the reference framework of sustainable development. The article contextualizes the analysis that led to the emergence of this specific social representation of the environment, anchored in communication, and more precisely in territorial communication in this case. The social representation of the environment as branding seems to respond to a more and more asserted concern for an environment considered as an object of communication. In this perspective, it seems appropriate to pay attention to the associated educational stakes, particularly from an analytical and critical perspective.