Bensons Inc., a retail store in Houston, launches an ad campaign featuring the interiors of its stores. The stores are shown to be lit by crystal chandeliers and feature several salespeople wearing tail-coats. The ads also contain the slogan "Be treated like royalty, while you shop in comfort." The development of a strong, memorable "royal" identity by Bensons is an example of:

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This is an example of image advertising, where the focus is on creating a specific image or identity for the brand through the use of visual and emotional appeals. In this case, Bensons is trying to create a "royal" identity to make customers feel special and valued while shopping in their stores.