Abstract Leadership is stated as the "process of social inluence in which one person can enlist the aid and support of others in the accomplishment of a common task." Alan Keith stated that, "Leadership is ultimately about creating a way for people to contribute to making something extraordinary happen. Branding of leadership is all about how the leader he or her- self creates a branding in leading the organization. This paper gives a frame work how a leader in an organization brands him or her-self to help in shaping the organization based on leaders’ leadership style. Keywords Leadership, Branding, leadership style I. Leadership and Branding Leadership can be seen as the process of inluencing the activities of an organized group towards goal achievement. Stogdill concluded that leadership can be seen from personal perspectives and the aspect of the phenomenon of most interest to them. (Yukl, 2002, pp.2-3). Leadership can be deined from individuality perspectives and group perspectives. Individuality perspectives view leadership as a combination of special traits or characteristics of individuals own that enable them to induce others to accomplish task. Group perspectives said that the leader is the centre of group change and activity and embodies the spirit of the group (Northhouse, p.2, 2004). In this paper on “leadership branding: a conceptual framework” the researchers is thinking on the idea that branding is entrepreneurial and thus well connected with leadership. Branding is an economical way to “reproduce” oneself, as an entrepreneur and also as a leader—an eficient and simpler way to lead. The problem of leadership today is that there is usually a great divide between the corporate intentions and the corporate brand and individual leader personalities and personal brands. The researcher underlined the fact that branding is communication and that it deals with what happens in other people’s minds. To bridge the management communication gap between business strategies initiated by top management and people and processes in the organization, branding can be used as a highly eficient tool. Branding proves to be a powerful management toolbox with tools like: issue, Brand Code & Brand Motto and brand storytelling. Personal branding and the Brand Me-method is a way to learn to know yourself better as a leader and establish what you stand for—all this in order to become a more authentic leader, a person for your people to respect and like. One can integrate one’s own personal brand with the brand of their company and analyze the match or mismatch and make a decision to stay or leave the company before it’s too late. If one inds a strong match it strengthens your motivation and personal satisfaction. Finally branding still offers unique possibilities for leadership in a transparent world with high demands on integrity, and that it is, with many companies and organizations, still an underestimated toolbox for leadership. In this paper, leadership branding can be seen from two perspectives, the individual perspectives and organizational perspectives. In individual perspective, leadership can be seen between the leader relationship and employee or employees in group, whereas from organizational perspectives, it involves a relationship between a leader and customer and market or industry. The term branding can be seen clearly from the organizational perspectives. Leadership branding is a method uses by a leader to promote him or herself in order to get inluence or positioning him/herself in the organization using his/her power, image, skills, ideas and others. Research has proven that individuals are more likely to engage in impression management when the beneits they receive from pleasing others are greater. Past research has shown that impression management can be linked with interviewing and job application, performance appraisal, feedback, competency demands, promotion opportunities and career advancement at work II. Statement of the Problem The present study does not relate to the management and marketing ields. Here the researcher is combining these two ields together and focusing on branding of leadership in organization especially among organizations from different sectors. III. Objectives of the Study The study is to assess the importance of leadership as a major factor in creating a brand for the organization. To study the importance of leadership capabilities and • qualities in building an organizational branding for an organization To study the association between leadership and branding • within an organization. To bring in new concept of leadership in organization this • is the leadership branding. To introduce new leader’s capabilities and qualities in • relation to the leadership branding. IV. Importance of the Study The outcomes of this study will improve the existing awareness especially in leadership and organizational branding. The indings also will help leaders’ to improve their leadership skills and styles in developing their organizations. The indings of this study will also help leaders not only in organization but also in political ield and others. V. Research Methodology In this study the researcher has used a qualitative methodology. Since this is a qualitative research, the current study included some interviews from each sector. The participants such as leaders, employees and customers. Quantitative research methodology also needed to show some proof of arguments and claim. VI. Literature Review- Leadership According to Spinks and Wells, leadership is the ability to inspire people to work together as a team to achieve common objectives (1995, p. 14). The study of leadership has been Leadership Branding: A Conceptual Framework Dr. Ch. Venkataiah GITAM School of International Business, GITAM University, Visakhapatnam, India 74 INTERNATIONAL JOURNAL OF MANAGEMENT & BUSINESS STUDIES IJMBS VOL. 1, ISSUE 3, SEPTEMBER 2011 ISSN : 2330-9519 (Online) | ISSN : 2231-2463 (Print) www.ijmbs.com