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In this video, Attorney Eels from Potts Weinstein discusses the formal process of transferring trademark ownership. When a trademark needs to be owned by a different entity, such as during a business sale or when transitioning from a sole proprietorship to an LLC or corporation, an assignment must be filed with the United States Patent and Trademark Office (USPTO). To initiate this process, visit the USPTO website, navigate to the trademarks section, and access the apply online area to find the necessary forms. This guide is particularly useful for clients undergoing a change in business structure or ownership.