Identity protection is an indispensable feature of any information security system. An identity can exist in the form of digitally written signatures, biometric information, logos, etc. It serves the vital purpose of the owners’ verification and provides them with a safety net against their imposters, so its protection is essential. Numerous security mechanisms are being developed to achieve this goal, and information embedding is prominent among all. It consists of cryptography, steganography, and watermarking; collectively, they are known as data hiding (DH) techniques. In addition to providing insight into various DH techniques, this review prominently covers the image watermarking works that have positively influenced its relevant research area. To that end, one of the main aspects of this study is its inclusive nature in reviewing watermarking techniques, via which it aims to provide a 360∘ view of the watermarking technology. The main contributions of this study are summarised below.