Anything posted online can be copied. A visible watermark will not stop a determined thief, but it removes easy misuse: your name or brand travels with the image wherever it is reposted, and honest people know who made it.
For images, place the mark where it is visible but does not ruin the composition - a corner at moderate opacity is the convention. For strong protection place it across the subject; for subtle branding, a corner suffices.
A watermark is a deterrent and a claim of ownership, not a lock. If a document truly must not be opened by strangers, use Protect PDF with a password instead.
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