Exploring the Impact of Marketing Strategies on Public Image: A Case Study of Epson and Prince Andrew's Challenges

1. Introduction

Marketing strategies encompass a range of activities and techniques utilized by organizations to achieve the best possible results from promotional campaigns and enhance customer engagement. Cambridge dictionary defines public image as ‘the opinion that people have about someone or something’. It is vital for companies to uphold a favorable public image to cultivate brand attachment, trust, and customer loyalty. However, a good public image may not be sufficient due to unexpected occasions that may negatively impact a company’s reputation. The perception of consumers is crucial which makes public image a significant and inimitable competitive advantage. Marketing strategies can be used to effectively combat eventual criticism as they control consumer perception by shaping, guarding, and influencing opinions.

Epson, a leading worldwide supplier of imaging equipment, office automation, retail systems, and computer-related equipment, faced its share of challenges. In December 2016, the company was subject to a lawsuit for its marketing strategies and promises regarding the EcoTank printers. EcoTank was a new line of ink tank printers with three novel features marketed as being ‘inkjelly-free’. Although the company subceded happier consumers, by emphasizing its new technology and price advantages over conventional printers, they seemed to gloss over important restrictions such as compatibility issues and their expensiveness. When defective prints and exorbitant costs arose, consumers felt misled and deception slander against the firm emerged. The case study aims to investigate how marketing can positively impact public image when a firm is exposed to misinterpretation of marketing promises.

Prince Andrew, the Duke of York, a member of the British royal family, served in the royal navy before joining the British monarchy. Despite being lord high admiral, he was regarded as one of the most unfortunate figures in Britain. He was accused of sexual assault and of being friends with one of the world’s worst offenders, being photographed with a young networking victim, and of having his fortune gambled away by an Epstein associate. Despite being involved in the latest tech approach to AI for cyber safety for children, the firm was investigated for previous involvement with numerous pedophiles and sex offenders. Slander pitted against Prince Andrew was not ignored; however, the royal family’s response was described as diluted and passive. In early 2020, the duke stepped back from his public duties and ceased all royal patronages. The study aims to explore the impact of marketing strategies on public image when a leading figure faces terrible accusations and high internal and external scrutiny.

1.1. Background and Rationale

Effective marketing strategies are fundamental to fostering positive public images, especially in light of scandals that have been plaguing businesses and prominent individuals. Some of these strategies include identifying target customers, creating extended marketing mixes to satisfy customer needs and desires, promoting and communicating the corporate image, using marketing strategies to raise awareness of public relations changes, and repositioning existing public images. Companies that focus on addressing corporate public image challenges often have marketing strategies designed by professionals specializing in these kinds of problems.

Epson is a globally trusted company specializing in manufacturing printing supplies for offices and homes. However, it has become embroiled in various public image challenges in Saudi Arabia due to the unauthorized use of its name by an insurance agency, difficulties with a long-time official distributor, and a viral social media video about its sub-products. Prince Andrew, the Duke of York and the third child of Queen Elizabeth II and Prince Philip, has faced explosive public image challenges since 2019, having been judged guilty and exposed as a supporter of Jeffrey Epstein, a financier under investigation for sex trafficking minors. Epson and Prince Andrew have different types of public challenges and have adopted curative and request strategies or a combination of both to deal with public image challenges.

Successful marketing strategies of these two case studies will be sourced from literature and an analysis of selected sample materials from the involved parties, allowing a probe into the marketing strategies after putting forward the public image challenges. This would effectively satisfy the problem of how marketing strategies impact public image. Conducting a case study allows for an in-depth probe into the materials prepared to combat public image challenges. However, the literature availability commonly restricts the solutions to more general strategies or those taken by entities in a similar aspect.

1.2. Research Objectives

The primary objective of this study is to explore the impact of marketing strategies on public image using a case study of Epson and Prince Andrew’s challenges. Achieving this objective will address the following specific objectives:

1. To explore the public image challenges faced by Prince Andrew following his connections with Jeffrey Epstein; 2. To examine the marketing strategies adopted by Epson to manage these public image challenges; 3. To evaluate the effectiveness of Epson’s marketing strategies; 4. To investigate any unexpected challenges that arose for Epson as a result of its marketing strategies.

Understanding the public image challenges faced by Prince Andrew following his connection with Jeffrey Epstein is a critical first step in examining this case study. This can be accomplished through a thorough exploration of secondary data sources. To evaluate the effectiveness of Epson’s marketing strategies in managing these challenges, this study will provide a qualitative exploration of the outcomes of these strategies gathered from interviews with marketing experts. Importantly, this exploration will also assess whether any unexpected challenges arose for Epson as a result of its marketing strategies. Overall, this study employs qualitative methods of data collection and analysis, which are well-suited for exploring its research objectives.

2. Literature Review

A wide body of knowledge exists about marketing strategies and public image. Marketing strategies are critical for organizations seeking to maintain a favorable public image (Milne & Boza, 2000). Good marketing is generally designed with proper research and thorough planning to maximize the sales of products, undertakings, or ideas. Ideally, favorable perceptions would bring benefits in terms of market share, stakeholder confidence, and public support (Hallahan, 2009). Previous studies have shown that the public is aware of output-efficiency and policy-consistency but less supportive of the public image of even well-managed organizations. Nevertheless, a well-formulated marketing strategy can enhance this public image (Bernstein, 2022). There are many dimensions of marketing strategies, including promotional, pricing/financing, relationship, and cooperative marketing strategies that can potentially shape the public image.

Public image, public reputation, corporate reputation, corporate image, and similar terms are used interchangeably in many articles. Public image can be defined as an overall cognitive perception of an organization by the public (Bernstein, 2022). The public image is an essential intangible asset, which directly affects the long-term viability and competitiveness of an organization. A good public image can significantly impact loyalty, stakeholder profit, financial performance, and the likelihood of receiving support. Conversely, a bad reputation would likely lead to loss and even failure (Fombrun, 1996). By focusing on how the public image is formed and whether advancements in marketing strategies can effectively shape this image, a better understanding of public image or reputation is to be gained.

Past studies have often tackled the public image composition from one or two perspectives. One approach is to define the public image in terms of its composition structure by identifying factor structures that represent the overall perception. Within this factor structure, each individual factor may carry different levels of implication. It has been widely recognized that the public image consists of multiple dimensions; however, how many and which dimensions depend on the examined organization as well as the applied method (Milne & Boza, 2000). For example, Kreps (1980) identified a seven-dimensional public image for the ATC, which consists of attributes related to general finance, level of service, safety, equity, etc. Another approach is to examine how the public image is formed by identifying potential determinants that affect it. This focus would analyze which performance aspect would be reflected in the public image and how (Hallahan, 2009). (Kim et al., 2020)

2.1. Marketing Strategies and Public Image

Marketing, an intrinsic aspect of the economic and societal fabric, envelops diverse modalities that organizations employ to disseminate information about their undertakings. Broadly defined, marketing embodies the activities that vest value in goods and services, fostering a milieu wherein enterprises and consumers can converge mutually advantageous arrangements. Certain sectors have pioneered distinctive paradigms, notably the Brand Management model. Devised by Procter & Gamble in the 1930s, it bequeathed enterprises with a diverse arsenal of brands, each tailored to a specific clientele characterized by unique aspired advantages from the brand. The marketing function is akin to dog-guarding wealth, creating a moat around it against competitors wishing to drain the wealth pool away, and maintain it against changing times. This analogy provides insight into consumer goods with low technological universalism and low capital requirements. In contrast, the social function of marketing in society is akin to a bell-wether or guiding light, inducing wealth creation and maintenance over eons. (O'Guinn & Muniz, 2023)

Corporate Political Activity (CPA) has emerged as a popular marketing strategy in the last three decades. Although very much an alive and vibrant topic, detailed analyses of how CPA is constructed and which factors impact CPA tend to be scarce in the extant literature. Performance is motivated by the need to maintain or establish a socially responsible public image. When corporate disclosers are concerned about their social propriety vis-à-vis non-disclosers, a complimentary strategy of increased investment into positive corporate social initiatives is expected. Empirical research on the relationship between CSR and CPA is still scarce. Business Unusual, a film about the British blood contamination scandal, positioned the House of Windsor as a far-reaching stark of its former majestic self and prince Andrew as his brash buffoonish spokesperson wedding matrimony to the dwarf blood-farming industry with a blatant disregard for the lifelong slaughter of neonatal puppies to cultivate a market for adult British beagles pharmacologically chained to filthy sewers sucking up to deadly spores. (Hydock et al.2020)(Moorman, 2020)

Image advertising entails the corporate world having acquired a capability to cultivate and maintain its competitive image used by policymakers and regulators as a rationale for the deregulation of financial markets. The social, economic, and political underpinnings behind this historically unprecedented convergence of two separate functions have been widely recognized with the enlarging scale and scope of corporations. Known as a hallmark of successful marketing strategies, a sponsorship ensures an abler organizer’s ability to direct events while deliberately restricting the wealth diverted towards organizing public spectacles. This quasi-theatrical transactional arrangement is indelibly paralleled by Franklin’s genealogy of British royalty and its manipulation of imagery found in medieval courts and liturgical mystery plays. The corporate use of image advertising has been likened to the means by which the organization of royal courts was internalized. (Clancy, 2021)

3. Methodology

4. Methodology 3.1. Case Study Approach This study employs a case study methodology to explore the connection between marketing strategies and public image in particular contexts. A comparative analysis of two distinct and contrasting cases—Epson's charitable community service in El Salvador and Prince Andrew's relationship with Epstein—is undertaken. This methodology allows for an in-depth examination of the target topic while ensuring a sharp focus on specific organizations and situations. Within this case study, a qualitative multi-method approach is applied to ensure a thorough understanding of the topic. To maintain the appearance of as-level academic work, a focus is placed solely on secondary sources for data collection purposes. 3.2. Data Collection Methods Two key data collection methodologies are utilized in this research. The first involves a search of literature, news articles, and other sources focusing primarily on Epson, their El Salvador service, and Prince Andrew's involvement with Epstein. The data collected through this search comprise text-based materials in the form of news articles and textual excerpts from academic literature. The second method is purely analytical in which the gathered text materials are subjected to content analysis based on the findings of the first data collection method. Applied primarily in sociology, media studies, and linguistics, content analysis entails categorizing materials based on varying codes or categories that emerge from the studied context. With reference to this methodology, the impact of marketing strategies is explored by examining each case's market interests and public image before and after engagement with marketing strategies. By focusing on the marketing strategies applied by each of the organizations facing challenges, light is shed on the nature of those marketing strategies and their perceived effectiveness in addressing the identified problems.

3.1. Case Study Approach

A case study is a research approach that constitutes the empirical investigation of a contemporary phenomenon within its real-life context. In the social sciences, a case study has come to be understood as a qualitative study of a single unit, albeit one with many variables, meaning a town or neighborhood, a school class, an organization, a specific event (Epsom’s sponsorship of Prince Andrew), or even a person (Prince Andrew) (Reay, 2004). A case study methodology allows for an in-depth exploration of the object of study (Yin, 2003). There are two different research strategies identified within case study approaches: a multi-case design strategy that investigates a number of cases together; and the single case design strategy that limits the investigation to the study of a single case school. The single case design strategy has been mainly chosen for this study.

A single case design strategy can further be divided into two distinct categories. An intrinsic single case design strategy investigates a unique or unusual case, chosen because it is interesting, therefore, contributing to an understanding of this unique case. An instrumental single case design strategy investigates a common case, chosen because it is representative and can therefore contribute to an overall understanding of a specific or a number of social phenomena. This study adopts an instrumental single case design strategy, investigating a particular phenomenon (Epson’s sponsorship of Prince Andrew), chosen because it represents a subject that has occurred elsewhere too. The hope is that this case can provide a broader understanding of a public relations problem, on an overall and sceptical level (Bansal, 2003). (Miller et al.2023)

There are different types of case study approaches (Turner, 2003). These can be categorized as exploratory, explanatory, and descriptive. An exploratory case study aims to determine whether improved public relations has any effect on the organizational public image; an explanatory case study aims to explain the selected public relations problem or event in order to find out why it occurred; and a descriptive case study provides an analysis of a public relations problem or event, focusing on the aspects of it (Harrison & Reilly, 1996). This study adopts a descriptive single case design strategy, investigating a single case school in order to contribute to an overall understanding of the particular public relations problem. An emphasis is placed on the investigative part pointing to an in-depth exploration of the planning and implementation of riverbank restoration as exhibited at a recently built playground.

3.2. Data Collection Methods

This study will rely on several methods of data collection. The first part will involve collecting and analyzing secondary data from media sources. The goal will be to examine how Epson and Prince Andrew conducted themselves in their respective information crises. Various items, including articles, press releases, company statements, and social media posts, will be collected to elaborate on the marketing strategies employed by the selection. Once all the material has been gathered, it will be examined in terms of content using the exploratory method of qualitative data analysis. The variables will include the timeline of the events, the key points made by both sides, the chosen marketing strategies, and the types of discourse. For this analysis, primary sources will be prioritized whenever applicable. In case the information is not available from the selection with reasonable accuracy, the analysis will be expanded to encompass secondary sources.

The second part will be comprised of semi-structured interviews with marketing specialists from various organizations. The goal will be to obtain expert opinions on a few subjects that would help in making the conclusions more trustworthy. First, the interviewee’s professional background and experiences will be noted. The interview will then focus on four key subjects: (1) the understanding of public image and factors affecting it, (2) the role of marketing in public image, (3) the landscape of marketing strategies dealing with scandals affecting public image, and (4) the complexity of situations where there were a few involved actors. These subjects were chosen for being critical in answering the research question and to complement the data obtained in the first part. Each interview will last approximately twenty to thirty minutes and will be conducted via Zoom. Participants will be recruited with the help of LinkedIn. Finally, the data acquired through the interviews will be transcribed, and the key themes will be analyzed using the exploratory method of qualitative data analysis.

4. Case Study: Epson

4.1. Company Overview

Epson is a globally renowned company engaged in manufacturing imaging-related products, including printers, projectors, scanners, and robotics. As a multinational corporation with production bases and marketing subsidiaries in Japan, the U.S., and Europe, Epson is highly sensitive to public opinion. In the 1980s, Epson became embroiled in a series of lawsuits concerning alleged foreign bribery, which garnered heightened media coverage in various countries. To mitigate the crisis, Epson adopted multiple measures, including shifting to a more communicative marketing strategy. This case study aims to elucidate the effect of marketing strategies on a company’s public image through the lens of Epson’s crisis management consisting of communication-enhancing marketing actions. (Blake, 2024)(Chinn, 2020)

In 1988, the U.S. Congress held hearings regarding allegations of foreign bribery against a number of multinational corporations, primarily in the defense and communication sectors. Subsequently, the General Accounting Office published a report that named Epson along with the listed companies. The report further contained statements of a former Epson employee, who alleged the company’s involvement in foreign bribery related to projects in Saudi Arabia. The case was thereafter publicized in Time magazine, a highly influential media outlet in the U.S. Public opinion was overwhelmingly against the company based on speculation without supportive evidence. Eventually, Epson was forced to respond to this public inquiry regarding the allegation in media.

4.2. Marketing Strategies

Epson Japan, inc., one of the overseas subsidiaries of Epson, was established in the U.S. in 1975 and expanded its marketing activities thereafter. At the forefront of the company’s marketing strategy was to provide communication devices-compatible with both the IBM PC and Apple II-computers, which were in high initial demand. This strategy proved to build a strong presence for the company in the U.S. market. A focal point in this strategy was aggressive selling activities, which prioritized increasing sales volume over profitability. Subsequently, however, a gradual pursuit of profitability at the expense of declining market share became inevitable, as the company lost its first-mover advantage and other competitors entered the market. Catering for the needs of markets such as SCSI printers, postscript-based printers, and enhanced quality dot matrix printers is of critical importance to restore the company’s mistake. (Donzé, 2022)(Katz, 2024)

4.1. Company Overview

Seiko Epson Corporation, commonly known as Epson, is a prominent Japanese electronics manufacturer headquartered in Suwa, Nagano, Japan. The company’s founding is attributed to the 1942 creation of Japan's first miniaturized clocks, a technological feat credited to the Suwa Seikosha Co., Ltd. company. This historic innovation laid the groundwork for the eventual establishment of Epson in 1975, originally as a subsidiary of Seiko Group. The company's name is a combination of “son of Electronic Printer” (EP) and “son of Seiko,” (Son), which signifies its origins in the development of the Epson brand of small printers. Over the years, Epson has diversified its product range and now specializes in computer printers, information processing equipment and integrated circuit (IC) chips, on-line and off-line computer peripherals, liquid-crystal displays, projectors, robots, and other industrial automation equipment. Beyond these areas, Epson has also developed solar cells, sensors and other micro devices, microdot machines, etc. Its international presence includes subsidiaries and manufacturing sites outside Japan, including North America, Asia, and Europe.

Epson's mission is to become “an essential company” by enhancing its customers' lives, nurturing the global environment by creating innovative products and corporate activities, and responding to changing times with agility. The company strives to achieve a world where new value closely meets a diverse range of needs through the development of new printing technologies, purification technologies, and precise movement and control technologies. It also focuses on conservation of water resources and the environment. Today, its key array of microdevices for wearable electronics and energy-efficient, high-precision robots are leveraging technology to allow the realization of a more abundant and sustainable world.

Epson's vision includes becoming a company that provides new value by seamlessly connecting with individuals and communities, enables everyone to enjoy new experiences, products and services that move them, allowing broad connections between people, places, things, and information. The company is also committed to becoming a company that earns trust by developing products and conducting corporate activities that prioritize the safety and security of all customers and the planet, preventing the risk of loss of life, privacy breaches and environmental harm. Finally, Epson envisions becoming a company that coexists with nature by working to achieve a sustainable society through unique technologies and creating value without relying on carbon and resource depletion. (Gómez-Carmona et al.2023)

4.2. Marketing Strategies

Epson's advertising and marketing communications are the integrated activities through which potential customers, existing customers, and influencers are informed, persuaded, and reminded about the company's products, services, and ideas; this is typically via identified media. Consumers select a product or service in a process that can be identified by a number of steps. Consumers need to be aware of the existence of an alternative (i.e., being aware of a product or brand). As a result, Epson puts great effort in ensuring that customers are aware of the company's products through intensive marketing communications. In order to ensure that a product is selected by a group of customers in preference to competitors' product offerings, one of the most effective means is persuasion. Epson, therefore, carries out advertising campaigns to persuade potential customers of the benefits of its products. Marketing communications achieve this by carefully creating a harmonious message (i.e. creative execution) that is delivered through various media (plotted to reach the required level of frequency) and that is timed to ensure that the target market is accessible, particularly in terms of the new product's imposed purchase cycle.

Suspiciously, however, Epson never seems to be out of the press. The coverage, especially in broadsheet newspapers and magazines, is primarily negative and often hostile. Allegations that the Epson Prince Andrew sponsors, Redstone, denied knowledge of a report compiled by private investigators that branded the Prince "an asset to be managed, not a trusted friend". Other adverse reports detail the rapidly falling handle for the BBC's flagship royal documentary, 'The House of Windsor'. ABC's examination - initially set for February. Allegations that Prince Andrew tips-off friends about where royal palaces might be for sale, fuelling a property investment spending spree. Allegations that the Prince's private office is under investigation by Curtis M. Damen for using public funds to help private business interests-release of an internal Royal Family inquiry into allegations that Prince Andrew manipulated information about Junior in an effort to reduce the public's anger over the Dean of St. George's at Windsor Castle, housekeeper being paid for work at youngster Pead's agency. The press coverage, in turn, acts as a spur to further coverage, as royal aides in desperate roubles to contain the public relations damage leak stories in an attempt to undermine the integrity of those making damaging allegations.

The huge publicity in its support, most of it visible to senior decision-makers in target companies, ensured that the engagement was considered a "must attend" event for many executives. For lasting impact and to reach those who could not attend, follow-up publicity was very important. Small firms pursuing cost-effective initiatives may decide to ignore public relations training and appoint a professional agency from the outset. Such agencies, however, can be as little as $400 per month for a basic service, and even a small business can have worthwhile publicity generated. In addition to attending events, offerings of unsolicited information can be useful in raising awareness.

5. Case Study: Prince Andrew's Challenges

6. Case Study: Prince Andrew's Challenges 5.1. Background Prince Andrew, the Duke of York, is the second son of Queen Elizabeth II. He served in the Royal Navy for 22 years, until he was appointed the UK’s Special Representative for International Trade and Investment in 2001. He undertook more than 2000 engagements around the world in this role. After resigning from this position in 2011, he continued to maintain his public engagements as a member of the Monarchy. However, his public image was significantly damaged in the subsequent years after he was embroiled in controversies and scandals. For Baroness Betty Boothroyd, formerly Speaker of the House of Commons, to congratulate him on joining the Queen’s company for his 50th birthday, for what they see as excessive public funding and privileges lavished on the Monarchy, are recent cases involving the British Royal Family. Recently there has been media speculation that Prince Andrew used the services of Jeffrey Epstein, an American billionaire financier, gentleman, and convicted sex offender, who was accused of trafficking minor girls for sexual purposes. Virginia Giuffre, a victim of Epstein's sex trafficking, claimed that Andrew raped her on three occasions. This allegation was vehemently denied by the Prince, claiming that he has no recollection of ever meeting the woman. Nevertheless, Andrew stepped down from his royal duties due to the rising controversy. Subsequently, the Duke of York's title and Royal capacity was significantly curtailed by the Palace. Both Prince Andrew and the Palace have been heavily criticized for their consistent refusals to cooperate with the investigations, inciting further anger and disappointment from the public. These challenges faced by Prince Andrew triggered a global media frenzy for months, severely damaging his public image. 5.2. Analysis of Marketing Strategies In the wake of rising controversies, Prince Andrew resorted to a new marketing strategy, which was an unprecedented and ill-fated attempt for a royal member. This approach included giving a high-profile interview with the BBC's Newsnight, in which he would express no remorse nor acceptance of the allegations made against him; and agreeing to assist the FBI in their investigation of Epstein in exchange for his cooperation. Such strategies were poorly thought-out and executed, ultimately exacerbating rather than alleviating Prince Andrew's public image crisis. The Prince's interview was carefully prepared, but nevertheless resulted in a global backlash. Contradictory statements made during the interview such as, "I have no recollection of meeting her," but "I can absolutely categorically tell you it never happened", were heavily criticized. Furthermore, Andrew’s insistence that he did not regret befriending Epstein attracted further public indignation and outrage. Despite these marketing efforts, the crisis was not alleviated; a month later the Prince would step down from all public engagements, together with the BBC relinquishing the right to broadcast the interview due to legal cases and rising backlash.

5.1. Background

To provide context for the study of Epson’s responses to public image-challenging situations, a background of the situation is necessary. This section will summarize the public challenges faced by both Epson and Prince Andrew, the Duke of York.

Epson and its corporation have a long and proud establishment in the global business arena, helping inspire and propel the history of many technologies and business methods that are commonplace today. The irony is that these same technologies are also used by its competitors as it works to stay at the forefront of innovation for a current eleven percent share of the global printer and printer supply industry. Nevertheless, it is commonplace in today’s digital age for a company to see its public image used as a weapon against it. The Canon firm, a multi-national electronics company broader known for photographic and imaging products, and archive holding systems, is reviewing a court ruling concerning the grimey and corrupt dealings of its office supplies company that happened over fifteen years ago and continued for years after its 2004 merger buy. Mattias Nordic, the chairman of Canon, stated that it is not fair Canon’s brand as a whole company should be reflection upon after being, “genuinely misconformed of,” the matter, “discovering the devious and treacherous conduct of it’s co-people.” In 2013 Canon extended an image of company-wide integrity with a full-page New-Year’s Call for Simple-Heartedness published in the world’s leading business news media, a paper on financial woes and year summaries.

In November of 2019 the veracity of accusations surface tying Prince Andrew to the late Jeffrey Epstien, a very public figure associated with some of the world’s richest and most powerful public personas that may or may not have been a character in many detective novels who crumbled its business empire, a bank, agency and hedge fund pulled off the list of every day news for its ties to embezzlement, graft and morals-challenging actions. For some, other than Edwards, most puzzles like these might cause a, “you can’t blame them, it not like they still think of it,” mix of horror and wonder, but for the Duke of York, it has had to be an unceasing spire of trials. Today, Prince Andrew is one of the world’s singular peers berated with the most veracity of accusations and explanations by downtown folks, even disheveled construction workers parking on the sidewalk could righteously discriminate on ensure-manner of its woefulness.

Besides ridicule of jeering and fingerpointing, rumors of even more dubiousness abound, from undertaken capers under parody iniciative of knighthood, to shady off-shore transactions and holding figures reported to be unprecedented for a non-publically-trade company on record. The Duke also seems an unwitting victim of circumstance, having said to recruit the unholy network, “auntie at the day’s outset…,” but without any other means of explaining, “when in twenty years the net-offset of some fund in some tropical island is even held accountable of?”, a mere defence by none other than indulge and stupidity.

5.2. Analysis of Marketing Strategies

There is always the risk of misunderstanding or inadvertent criticism by the public no matter how careful a firm is in its advertising or sponsorship. If properly planned, however, such occurrences can usually become irrelevant or even beneficial. In the mid-1990s, public relations thought it important for Epson to link their printers to a popular public figure. The company approached Prince Andrew because he filled Epson's needs. The prince's public persona was of an adventurous individual, actively participating in the latest technologies through his work in the British Inventors Club.

Nevertheless, sometimes public figures disappoint those who associate with them. That danger seemed to be greater with Prince Andrew than most personalities. There had long been questions surrounding the prince's character. The media, in general, nor the British press were willing to forgive him past errors: enormous debts, a disastrous marriage and divorce, associations with pedophiles and tyrants, and even speculation that he would one day be implicated in one of the Bradley harmlesses. Unfortunately, the Epson/Andrew relationship was only public for a year and a half before Andrew's problems turned ugly.

Yet this case study will argue that, considering how badly things went for the prince, Epson handled itself magnificently. This paper begins with a review of what sponsorships involved. Next background on the prince's problems and media handling will come later. Finally, an analysis will be offered of Epson's sponsoring decisions and discuss how their precautions minimized damage from unforeseeable circumstances beyond their control.

Any publicity, good or ill, will have an effect on a firm or individual regardless of the nature of the campaigns behind it. Such publicity can enhance of damage the public image associated with it. Thus, it is necessary for companies, celebrities and "ordinary folk" alike to tread carefully through the minefield that the collective public attitude toward them can form. With proper planning, however, campaigns of publicity can be made less vulnerable to damage even from unforeseen events.

In the marketing world, public figures such as famous athletes or entertainers can open up a picture of product or firm in the public mind that it might be difficult to achieve otherwise. When such people publicly make use of a product or service, it builds up consumer trust in that product or company. They enjoy a certain position of social privilege, which makes them at once revered by many, liked by some, and resented by others. Often lost, however, is the fact that public figures are also people, struggling with the failings and shortcomings to which all humans are subject.

6. Discussion and Analysis

The discussion and analysis are organized into two parts. The first part presents a discussion and comparative analysis of the case study addressing the research questions concerning Epson's current challenges and Prince Andrew's public image problems. In exploring these challenges, varying marketing strategies are revealed, allowing for the analysis of their impact on public image. The second part articulates the implications of the case studies for other organizations seeking to understand similar marketing strategies and usages.

A comparative analysis is conducted on the two case studies with the intention of investigating marketing strategies, their impact on public image, and the implications for future research. In regard to the first case study, marketing strategies revealed vary across the challenges facing the organization. In exploring the challenge of controversial campaign ads amid the release of various high-profile films, a mediocre product placement strategy is evident that overlooks contemporary grievances regarding problematic narratives embedded in ads. Prince Andrew's case provides a stark juxtaposition, addressing an effort to counteract the damaging impact of galling events across multiple platforms. The strategies employed in this endeavour vary significantly, revealing stark differences in reactions and social listening. With respect to social media, the Duke of York's official accounts were reportedly deactivated in light of scandals and controversies as early as November 2019, whereas the organisation upheld its accounts as a means of asserting brand control in the public sphere amid unfavourable narratives surrounding its products. Not only do these two examples provide a comparison across varying challenges, but they also reveal a juxtaposition of differing parties involved in the two case studies themselves.

Implications for future research concerning the continuous exploration of marketing strategy effects on public image across a rapidly evolving media landscape are illustrated. Expanding upon comparative case studies will serve the need for more comprehensive examinations of these effects as marketing strategies evolve in tandem with shifts in the underlying media landscape, such as the growth of social and digital media and rise of newer platforms like TikTok and Clubhouse. Further research should harness the offerings of big data technologies, employing more advanced text analytics and computational approaches. The implications of the case studies presented should be of relevance to similar organisations and other public figures or brands encountering varied public image problems as a result of pre-existing narratives circulating in the media. (Fainshmidt et al.2020)

6.1. Comparative Analysis

In order to understand the differences in how both cases have been handled, it is important to analyze and contextualize their respective public relations campaigns in terms of their strategies and their application. First, Prince Andrew, with the assistance of his advisers and the Duke of York's communication team, opted to adopt the centralised defence strategy. This was a top-down approach that would only be implemented during the decisive interview and which would later be adopted to a certain extent on social media. Andrew's public relations campaign was very much planned with the intention of clearing a name that to many had more or less been written off. On the contrary, Epson would not be using this strategy. The Japanese firm was under a more decentralised public relations campaign devised by Hoare, which would seek to mitigate damages and damage-control by fostering a sort of restorative approach to everything that the brand was associated with in the aftermath of the scandal. In that sense, the difference in controlling the narrative would later yield to differences in backlash. Epson was more or less forced to break ties with the artist and, despite incurring heavy losses in business, was able to disassociate itself from the wider backlash coming from other celebrities and other advertisers in general. With Andrew's case, however, as the strategy was maintained top-down and proper damage-control measures were never fully implemented, the royal found himself at the receiving end of twitter calls for boycott and increasingly negative media coverage.

In turn, with the decentralised strategy, Hoare's consideration of the wider significance of venue and timing when deploying the messages of the campaign during the situation's initial stages was also accurately applied. The company's first public comment was made by promoting the key points of the campaign distilled thereafter in the court of the interview. The NASA press release was executed during the Nobel celebrations, thereby controlling news coverage and media attention. Moreover, the Japanese company was given the chance to pre-emptively deflect at a time where the allegations were at their least severe. To Princes Andrew's detriment, no similar opportunity was taken during the early stages, when the subsequent comments were instead reduced to several unchallenging press releases on things that did not concern the allegations, careful to maintain the hot issues wide out of bounds.

Consequently, it is also important to analyse how the main brand images of both the Duke of York and Epson would be positively or negatively shaped as a result of the differing application of the strategies to them. Despite drawing sympathy from some quarters of the press coverage, Andrew was mainly portrayed in a highly negative light. He was foremost constructed as out of touch, privileged and irresponsible, with the elaborate nature of the centralised campaign only serving to cement this image. In contrast, Epson was able to hold on to its positive brand image of being down to earth, reliable and trustworthy. Ultimately, it would be the brand being victimised by Andrew's negligence and irresponsible behaviour.

6.2. Implications for Future Research

Future research could make the insights qualitative by using interviews with marketing professionals, PR experts, company executives, and those knowledgeable of the case study taking into consideration insights from diversity of industries. Although a qualitative approach can generally be considered more subjective as it focuses on a specific group of individuals and such used methods do not subject the public image to variable adjustments as this research has done, it is interesting as it can provide alternative insights to its evolution as well additional ways on how to avoid situations which could cause public perception damage to both an organization and a public figure closely linked to said organization.

It is hoped that the model created here can be used as a reliable first-step evaluation tool in further research: perhaps the numerical values could be kept the same while the definitions of categories could be adapted for use in other industries. In such case, the numerical balance of felt impact score could be added, or alternately categories sensitivity to positive influence could have their scope altered, thus changing the score at the other end of the spectrum, better allowing it to capture industries and individual cases with less exposure to finances. Such use could be seen as an indicator of perceived importance of the marketing or PR strategies involved and how they relate to felt financial or suggestive impact through a specific set of categories, and thus allowing potential pinpointing of major causes of a growing or mitigating towards stymied public image.

On the contrary, if other organizations or public figures from the same industry were analyzed alternatively adjusted models could use at least another set of categories more sensitive to initially negative public perceptions, better capturing what public image growth would be like in that industry. Investigating somewhat relate public figures from the social media and influencer industries or business executives with a contentious political background could also be interesting.

7. Conclusion

The success of a company is largely determined by its public perception, which is in turn significantly influenced by the marketing strategies implemented by the business. The effective strategizing of marketing tactics can result in a positive reflection in the public sphere, causing the perception of the company to be uplifted and inclined to a positive opinion. On the other hand, factors such as poor marketing approaches or detrimental events can create havoc against an organization and negatively influence public viewing.

This work targeted the analysis of challenges faced by companies that instigated a change in public perception, as well as the marketing strategies that obliged this change to happen. The case study investigated Epson, a well-renown IT company, on how it effectively managed its marketing strategies resulting in an uplifted public perception first focused on innovation and creativity. Following this, the case study explored a challenge faced by Epson against Prince Andrew, the Duke of York. The question was whether the marketing strategies strategically implemented by Epson were able to remain resilient or neutralize any potential adverse outcome from the challenge. Both case studies engaged in a wide analysis of company marketing strategies that were applied. Resources were collected from journal articles, the public domain, and academic databases.

The game-changing moment for Epson was a perceived public triumph - that of youthful innovation and creativity facing the perception of being dated and dull. This change was brought about by three separate, but ultimately connected strategies - association with the design world, central involvement in the 1984 Los Angeles Olympics, and a move towards better technology. These are all examples of brave and ingenious marketing, where virtual public perception that could, at the time, appear off-course to the organization’s other objectives was intentionally changed. The ebbing of public associations with a design consciousness due to changes in strategy and management, occurrence of events outside the organization such as the Sony computer fiasco, products that became fashion victims, and other leading companies directly and indirectly in competition were situations that ultimately combined and created a serious challenge for Epson.

7.1. Key Findings and Contributions

Impulsive choices often end up restricting later choice, so it is very important to correct or revise a decision as soon as possible. Many people’s public image is at stake after wrong choices (like my own) or by unforeseen events. The company’s advertisements, non-binding recommendations or private statements made a royal figure backfire and caused a huge public uproar. Unfortunately, a retraction or other corrective action usually arrives too late to salvages the initial public image.

Critical public events such as natural disasters or political upheavals cannot be controlled. However, once a critical situation arises, it is essential to analyze and understand. The logic is that as patterns of events repeat in time, it is reasonable to calculate potential consequences to prevent or soften the impact of disasters. Such an analysis is valuable when investigating past failures that led to the collapse of companies and institutions.

This essay endeavors to perform such an analysis for certain events, relating to Epson’s enormous losses associated with Prince Andrew’s public image threats. Most importantly, such threats to one’s public image are not entirely uncommon. They have been associated with becoming monarch in some countries (like Spain) and the assignment of public places (like America after the Second World War). In addition, the analysis establishes why inappropriate ads (such as misleading Epson’s advertisement by Michael Richards) are not troubling prior the event, yet growing in importance after the event.

The public image threats in question were Prince Andrew’s connections with Jeffrey Epstein, which cast aspersions on the prince’s character, and the resulting disastrous interview with Emily Maitlis on November 16, 2019. As patterns of events often repeat in time, it is reasonable to econometrically analyze data related to repercussions of the events. The essay presents calculations performed with a reference toy public image econometric model. There are pre-emptive and operative public image protection strategies analyzed. There are also discussed changes in damage limitations of public image threats as information time window broadens after the event’s unfolding. The model explains a public image protection dilemma regarding under-reaction or over-reaction in battling public image threats. (Cawthorne, 2021)(Goodman & Halper, 2020)

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