Chester gets on his high horse and tries this every once in a while. So I put him back in his place. Here's what I do until I feel that he understands that I'm the boss again:

Before he gets anything (food, treats, to go outside, to get on the couch-anything) he must sit first.

He eats only AFTER I do. Never, ever before. I do this with all of my dogs, all the time. (in the pack the alpha dogs eat the best food first and leave scraps for the lower ranked dogs)

He must sit and allow me to walk through a door or walkway first, then he can follow.

I once had to make him sleep on the floor after a very nasty time when he wouldn't get the message that I am alpha. That was so hard on me-I cried myself to sleep, but he actually snapped at me when I tried to take a bullstick away from him. So it had to be done.

Hope that helps. Usually the 'sit before' works (I like the sit before the best) and the walking through the door thing is effective, too.