The purpose of this study has been to examine how customers, by interacting with each other, can communicate and create the image of a brand. We find this topic to be relevant since there are no previous studies conducted concerning the customers influence on the brand image. Our ambition has been to describe in what ways and to what extent the customer can affect and influence the brand image by communicating with other customers. To fulfill our purposed we have targeted three important questions which are:? In which ways can the customer affect the communicated image of a brand?? To what extent can the customer influence the brand image and the perceived value?? Who has control over the brand, the customer or the company?For this study we have used a qualitative approach in which we have conducted eight personal interviews with brand consultants and the editor of the magazine Dagens Media which has given us the foundation for our analysis.

Våta kopplingar används i automatiska transmissioner för att överföra vridmoment. De primära komponenterna i en våt koppling är de oljesmorda pappersbaserade friktionslamellerna och separationslamellerna gjorda av stål. Volvo Construction Equipment (Volvo CE) utvecklar och bygger automatiska Powershifttransmissioner med våta kopplingar till sina anläggningsmaskiner. Volvo CE och Luleå Tekniska Universitet (LTU) bedriver tillsammans forskning om våta kopplingar som involverar pappersbaserade friktionsmaterial. De två vanligast förekommande materialen i produktion, i detta examensarbete benämnda som material A och B, testades i en testrigg på LTU.