Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• How leading figures can be used to attract the public. The negative and positive attributes that people associate with celebrities. The challenges faced by marketers while using a scientist as an endorser

Keywords

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