Building New Brand Online Community from the Perspective of Bricolage: An Example of Brand K

The study aims to discuss how a new brand builds up brand online community from the perspective of Bricolage. Due to lack of resources, new ventures need to review their resources at hand and recombine them to achieve organizational goals. The study illustrate the Bricolage process by the example of Brand K, and found out the recombination mechanism and the role of social media in this process which can be described as “Synthesis of the basic elements”, Inducement of Catalysts" and “Production of compound/ Discovery of new elements”. After reviewing the resources at hand, Brand K aimed to making do through the repeated synthesis, inducement and production. When the company accumulates more and more compounds and elements, it can therefore achieve brand equity by the practices of online brand community.