Today the companies’ growth comes through projects. A kind of project is the
launching of a new brand in the market. During the project implementation, many
problems or difficulties take place which could make the project to lose its direction.
The project manager who is responsible for the project has to develop his leadership
skills keeping it, on track. These skills concern the influence of project manager to the
stakeholders. Lack of leadership sets the brand development in danger and the
company in economic troubles. During this thesis, elements like the leader
competencies, the leadership style and brand problems will be identified and the
results will be reported.