| Nation as a brand represents the intangible assets of a country, encompassing various dimensions such as politics, economics, culture, history and technology. To improve national development and competitive advantage both internally and externally, it becomes crucial for a country to establish its own nation brand. Japanese Embassy in China is a representative of Japan. Website of Japanese Embassy in China, as an important and authoritative display window, showcases the image of Japan to Chinese people.This study examines the website of Japanese Embassy in China(Chinese edition). By using a content analysis, the study seeks to find out the performance of the website and how does the Japanese Embassy in China "brand" Japan to Chinese nationals via its website? And thus uncover the presented image of Japan in China.Based on Simon Anholt's Nation Brand and Competitive Identity models, six areas were designed for analyzing the website:culture/heritage, export/brands, governance/policy, people, investment/immigration, and tourism. And, a content analysis of the Embassy's official website has shown that it was a relatively good representation of Japan's nation branding as all six areas are included, though not very balanced. Meanwhile, the key area Culture/Heritage is best represented. Lots of information related to Japanese culture can be found on the website, including Japanese movie, dance, ikebana, kendo, etiquette and so on. The website communicated Japan as a country with colorful cultures and friendly environment. |
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