In marketing, a premium is a benefit offered free of charge to consumers following one or more transactions, such as a gift, a discount, an additional product, or a complementary service. It serves as an incentive to purchase and can take various forms, such as items included in the packaging, coupons, or deferred offers. Unlike a simple gift, a premium is conditional upon a purchase and must comply with regulations that limit premiums to identical products or small, low-value items. It plays an important role in stimulating impulse purchases and strengthening brand image.