Leader Dog

How I can show my dog I'm leading?
Iv tryed the neck, Iv played him I care for him?! But for some reason dosnt me respect!? Can anyone help?
I do not want to write a book, but in a nutshell, you have to start acting like a leader. Establish rules for him and to be consistent .. let you know that you are serious. Insurance Law .. you can read your body language … Speak in a firm tone, especially when you say "no", but do not yell or show frustration. Teach commands such as sit, stay, down … if you know how, google clicker training. Only reward him with treats and petting when he behaves. Before leaving in and out of the house, sit and stay first .. if I have to wait long. Be patient .. it takes time.
Leader Dog (original intro)