Case Code : CLCB010
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
Albert Einstein, New York Hall of Science, Stereotype, Brogan & Partners, World Year of Physics, Einstein Year, The Institute of Physics (IOP), Iconic image, Brand image and Role model
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The caselet, Einstein: A Relatively Popular Personality, gives an overview of Albert Einstein as a brand. The case explains how various scientific organizations are using the images of Einstein to attract people to physics. While dealing with the personality attributes of Einstein, the case also mentions how marketers have made the Einstein image a stereotype when it comes to scientists.
Questions for Discussion:
1. "The public won't look at the field of science as a whole, but at one aspect that fascinates them, and from this, their interest may widen. Einstein plays this role for physics." What made the scientific community use Einstein to communicate their messages?
2. "Advertising professionals were of the view that reshaping Einstein's image would dilute the iconic image of the universally recognized brand." How did the need to reshape the image of Einstein arise and what kind of after-effects could reshaping the image have?