Owned media refers to media that belongs to a brand or company, giving them complete control over communication. A brand’s website is a classic example of owned media, as are its Twitter account, a blog, and dedicated mobile applications. These media outlets are primarily affordable due to their digital nature. While freedom of expression exists, this doesn’t mean the brand can publish any content without ethical or professional considerations. In fact, these platforms offer brands the opportunity to create branded content effectively, free from external interference. They play a crucial role in establishing and maintaining long-term relationships with the brand’s stakeholders. This media provides a privileged channel for cultivating a brand’s or company’s story, identity, and image. This approach differs from that of purchased and earned media.