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Morris Turek, a trademark attorney, explains that individuals and businesses can transfer their trademarks to others through a trademark assignment, which involves transferring ownership from one party to another. For the assignment to be valid and enforceable, it must include the goodwill associated with the trademark, reflecting its public recognition. Failing to include goodwill can result in an assignment in gross, potentially leading to the loss of all trademark rights. While a trademark assignment doesn’t legally need to be in writing, having a written and signed document is advisable to prevent future disputes over ownership, particularly if the trademark is being transferred.