I can tell you right now it's not a pack thing - we now know that dogs aren't actually pack animals (social, yes, but they don't 'pack' the way that media would have us believe), don't have strict hierarchies of rank, and certainly don't see or interact with humans as they would other dogs anyway.
These all just sound like puppy things - he simply hasn't learned how to play appropriately. I'd suggest doing a lot more management. Baby gates and playpens are your friends - right now 'ignoring' isn't working because the puppy still has access to you and can get a reaction. If you set up a gate or pen, you can simply step over the barrier every time teeth touch skin, and can wait comfortably and unharrassed until the pup is calmer and you want to try again. Same with the couch issue. You need to block access to the couch for now, and also make sure your puppy has a comfortable bed of his own that he gets rewarded for using (praise, treats, long-lasting chews or puzzle toys). Keeping him from practicing the unwanted behavior and giving him an alternative to use instead will go a long way towards forming the habits you want him to have as an adult.
If gates and pens aren't doable, you can also tether the pup and step out of range when he gets too rough, but ONLY do this when you can supervise. It's otherwise too easy for puppies to get tangled and wind up choking or otherwise hurting themselves, or for them to chew through the lead (which is another habit you don't want him to learn!).
You are absolutely right about smacking being a bad idea. At best, your pup will think it's a great game and escalate his own roughness to match. At worst, you'll wind up with a dog afraid of you and/or hands in general, which can lead to defensive biting and a whole lot of handling and behavior issues. Hand-shy dogs often struggle with having their collars put on and off, recall, unexpected fast movements in their vicinity, and can be a nerve-wracking nightmare around grabby toddlers. No hitting or rough handling, period. There are better ways.
As an aside, some dogs are just loud players. This isn't inherently bad, and might never go away. My 6 year old still growls, grumbles, and makes all kind of weird noises when playing, but also has really good control of his mouth and teeth and never deliberately nails us (occasionally he'll misjudge a grab at a toy, but it's always clearly accidental). His play noises sound different than when he's actually upset, and you'll probably learn the difference with your pup as he grows and you get more familiar with each other.
These all just sound like puppy things - he simply hasn't learned how to play appropriately. I'd suggest doing a lot more management. Baby gates and playpens are your friends - right now 'ignoring' isn't working because the puppy still has access to you and can get a reaction. If you set up a gate or pen, you can simply step over the barrier every time teeth touch skin, and can wait comfortably and unharrassed until the pup is calmer and you want to try again. Same with the couch issue. You need to block access to the couch for now, and also make sure your puppy has a comfortable bed of his own that he gets rewarded for using (praise, treats, long-lasting chews or puzzle toys). Keeping him from practicing the unwanted behavior and giving him an alternative to use instead will go a long way towards forming the habits you want him to have as an adult.
If gates and pens aren't doable, you can also tether the pup and step out of range when he gets too rough, but ONLY do this when you can supervise. It's otherwise too easy for puppies to get tangled and wind up choking or otherwise hurting themselves, or for them to chew through the lead (which is another habit you don't want him to learn!).
You are absolutely right about smacking being a bad idea. At best, your pup will think it's a great game and escalate his own roughness to match. At worst, you'll wind up with a dog afraid of you and/or hands in general, which can lead to defensive biting and a whole lot of handling and behavior issues. Hand-shy dogs often struggle with having their collars put on and off, recall, unexpected fast movements in their vicinity, and can be a nerve-wracking nightmare around grabby toddlers. No hitting or rough handling, period. There are better ways.
As an aside, some dogs are just loud players. This isn't inherently bad, and might never go away. My 6 year old still growls, grumbles, and makes all kind of weird noises when playing, but also has really good control of his mouth and teeth and never deliberately nails us (occasionally he'll misjudge a grab at a toy, but it's always clearly accidental). His play noises sound different than when he's actually upset, and you'll probably learn the difference with your pup as he grows and you get more familiar with each other.