1.

The company
Calvin Klein is a New York City based brand founded by Calvin Klein and his business
partner Barry Schwartz, with the whole company created with just $10,000. Calvin Klein
is a global lifestyle brand that exemplifies bold, progressive ideals and a seductive
aesthetic. They seek to thrill and inspire our audience while using provocative imagery
and striking designs to ignite the senses. The Calvin Klein brand includes fragrance,
women's apparel, men's apparel, footwear, eyewear, intimates, watches, and jewelry, as
well as a licensed range that includes fragrance, women's apparel, men's apparel,
footwear, eyewear, Calvin Klein Jeans, Calvin Klein underwear, and Calvin Klein
performance. The brand markets its products both domestically and internationally,
through multiple distribution channels and to a variety of customer groups in various
countries. Global retail sales of Calvin Klein brand products exceeded $9 billion in 2019
and were distributed in over 110 countries. Calvin Klein has over 11,500 employees
globally. Calvin Klein’s brand strategy is to provide a focused consistent approach to
global brand growth and development that preserves the brand’s prestige and image.
Each of the CK brands has its own marketing identity and position in the marketplace.
Slogan: Between love and madness lies obsession
Calvin Klein Jeans – “Nothing comes between me and my Calvin’s.”
URLs: https://www.calvinklein.us/en
Brand elements/Association/Mantra
1. Brand elements
Brand name
   Calvin  Klein’s brand was named  “Calvin  Klein”  after himself
Logo
 The Calvin Klein logo includes a "cK" symbol and underneath it is the
company's name written in the font Futura. The logo was designed by
legendary designer Welsh Jeffrey in the 1970s. It has become one of the
most famous and memorable clothing brand logo designs ever created. CK
logo always consists of sultry 
Color
 Calvin  Klein is known for its minimalist style. The logo design template consists
of 2 main colors: white background and black text. The white color symbolizes the
glamor and purity of the Calvin Klein brand, while the black reflects its
sophistication and elegance. Regulations on the use of logos are also very
different. For the high-end product line, the logo will be dark, the regular products
will come with a gray and white logo for the sports fashion line.
Packaging 
  The shopping bags for the brand come in sultry and neutral colors such as blacks, 
grays, whites, and navies to keep with their style
 2. Brand Mantra
A brand mantra is a five- to seven-word description that contains the company's intended
consumer perception of the brand. Words like "sexy, luxurious, minimal, classic,
intimate, and professional" are used in Calvin Klein's brand mantra. 
3. Association
Although Calvin Klein does not have a character associated with the brand, models such
as  Mark  Wahlberg,  Brooke  Shields,  Kate Moss,  and  Eva Mendes are often associated
with Calvin Klein advertisements