The protection of copyrights of digital media uploaded to the Internet is a growing problem. In this paper, first, we present a unified framework for embedding and detecting watermark in digital data. Second, a new robust watermarking scheme is proposed considering this concern. The proposed work incorporates three chaotic maps which specify the location for embedding the watermark. Third, a new chaotic map, the Extended Logistic map, is proposed in this work. The proposed map has a bigger range than logistic and cubic maps. It has shown good results in a bifurcation, sensitivity to initial conditions, and randomness tests. Furthermore, with the detailed analysis of initial parameters, it is justified that Extended Logistic map can be used in secure communication, particularly watermarking. Fourth, to check the robustness of proposed watermarking scheme, we have done a series of analyses and standard attacks. The results confirm that the proposed watermarking scheme is robust against visual and statistical analysis and can resist the standard attacks.