- Did you mean guild master, an NPC who assists in the forming of a guild?
A guild leader is a player character who is the head of a guild. They have administrative control of the guild's operations (via "Guild Control" button on the Guild list window), including giving ranks, privileges, adding/removing guild members, etc.
Also referred to as guild masters or GMs, which sometimes gets confused with Blizzard's Game Masters.
In order to change leadership, the person who is to be the new GM cannot be on the same account, as both members need to be logged in (no longer true in patch 4.0.6). The command to do this is /gleader <name>. So, to change leadership to an Alt, you must first make a "trusted" member or friend the leader. They will then have to make your Alt the leader (unless you have multiple accounts, then you can just log both characters in and do it yourself).
Characters who are Guild Leaders cannot be deleted or transferred to another server, leadership must be transferred to another character (or the guild disbanded) first.
Inactive guild leader replacementThis section concerns content exclusive to Cataclysm.
- Main article: Guild Dethrone
A guild leader can be replaced by a game mechanism, if they are absent for too long.