This provides an extensive analysis of the branding strategy for Morinaga's Ita Choco Ice, a long-selling Japanese confection.

It details how the product, initially sold seasonally, navigated challenges after shifting to year-round availability by focusing on its unique product characteristics and its emotional connection with consumers. Specifically, the company discovered through consumer interviews that the ice cream was viewed as a "reward" or "small luxury," leading to a pivot in marketing efforts to emphasize its value as a special dessert rather than just an alternative to chocolate bars.

It concludes by outlining key branding principles, such as ensuring brand consistency in customer experience, fostering positive emotional sentiment in customers, and using continuous branding activities to reinforce the product's image as an "affordable luxury."