Branding and Leadership in the context of Circular Economy

In the current context of globalization, economic and environmental crisis, the companies must reduce the costs, being at the same time highly competitive and flexible to the market request and changes and acting protective toward the environment. This is not a very easy target to reach. Having in mind all these limitations, the paper analyses the branding - leadership interaction. Literature review led at a Branding Leadership Model that seems to be incomplete. Analyzing Eurostat data through a regression model we demonstrate that online branding and green branding are components to be included in the model.