A brand promotion refers to a promotional initiative launched by a company or manufacturer to promote its products. This promotion may be displayed on packaging and advertised in retailers’ advertising for a fee. It may also be disseminated through advertising campaigns or direct marketing actions initiated by the brand itself. Unlike other types of promotions, brand promotions are often perceived by consumers as special or exclusive offers and are sometimes called VIP or premium promotions, as opposed to more general promotions implemented as part of seasonal or event-based promotions.