First-party usage is granted the same way: your own website, your own channels, your own materials. That is included in the rate and it is not time-limited.
Third-party usage is negotiated separately. Billboards, in-store displays, print advertising, broadcast, and licensing to anyone who is not you. In practice that is usually granted for a defined term, months or years, priced against the reach and the audience it buys you. Perpetual third-party rights are available and are the expensive end of the scale, for the same reason as above. Agree it before the work runs rather than after, and it goes in the paperwork from the start.