The competition between brands on a market has led to a differentiation of the product range and the brands shape is more and more important to take consideration to. As a company and as a leader, you must understand the importance of working with a brand building-process int he organization. It is important to take advantage of the core assets you have with the brand and also within the organization.

The paper is presenting David Aakers brand building-process witch involves a model for identity and the seed within. Aaker describes that a clear brand identity can help communicate both intern the organization and out to extern costumers, it could help bring clarity to what the brand stands for. And what it wan to send out. Brand researcher Frans Melin´s brand building-model makes clear how to work with the different parts to create a strong brand. For example product-attributes, brand identity and core values.

So what sort of leadership and what sort of acts create the best benefits to create a strongbrand? The paper is managing leadership-theories as for example formal authority, symbolic power, charismatic power and charismatic leadership.

The empirical part of this work is made by interviews with three leaders in three differentbrands and will absorb on how the leaders work and act when they are working with buildingstrong brands. The analysis and results brings up what they have in common and what is separating them in the work with the brand building-process.

The papers conclusion is that it is important that the leader behind the brand take care of andworks with all the parts of the brand building-process. This is rather important so that the wholeness of the brand can get a clear and genuine image of it and that will in turn make astronger brand.