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Seminar paper from the year 2012 in the subject Business economics - Business Management, Corporate Governance, Institut für Management GmbH (Institut für Management), language: English, abstract: The aim of this article is to analyse the management style of the president of the United States Barack Obama and how Barack Obama activated and motivated thousands of volunteers. The analyse is founded on different books about Obama. Furthermore, the person Barack Obama and his management style will be compared with a brand. The election of Barack Obama as the 44th President of the United States is not only the story of an unprecedented rise but also a perfect lesson in the development and success of a strong brand. Whether someone is a personal fan of Barack Obama or not, one thing is clear - the new CEO of the United States of America has changed the rules of marketing and leadership radically. For many experts the rise of the brand Obama has become the essence of perfect brand management, regardless of their nationality or political persuasion. The magazine “Advertising Age” allocated Barack Obama with this title. The writer based his explanations on primary sources that are complemented by secondary literature. The analyse is based on magazines and books about Obama’s strategy and his leadership style. Moreover, important field reports provide comprehensive information about Obama.