Literature shows a growing interest in the role played by brands in the everyday life of consumers. And identity construction is often underlined since brands are recognized to be linked to consumers’ own identity. Yet, even if this link occurs at an early age, few studies deal with children. That is why this paper aims at identifying the role played by brands in the identification process of 10-11 years children. Thanks to a qualitative research led in schools, this article suggests that brands intervene in the sexual identification, the identification of an age group, of a peer group, of the family and of a whole community.