There usually isn’t a single universal “standard rate” for this. Licensing fees for promotional use vary a lot by market and by the details of the licence.

A useful starting point is to look for professional association rate guides in your country. For example, in Canada, CAPIC publishes suggested reproduction/licensing fees that many photographers use as a baseline. Guides like that show how pricing changes based on things such as:

• type of use
• circulation or audience size
• geographic distribution
• scope of rights granted

That’s why two similar images can be priced very differently.

So the practical answer is: find a local professional photography association’s licensing guide and use it as a benchmark, then adjust for the specific usage being requested. Even if you choose a different price, having a published industry guide helps justify your quote to the client.