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In this video, attorney Eels from Potts Weinstein discusses the formal process for transferring trademark ownership. This transfer may be necessary when a business is sold or when a sole proprietorship or partnership transitions to an LLC or corporation. To execute this transfer, you must file an assignment with the United States Patent and Trademark Office (USPTO). Eels guides viewers to the USPTO website, specifically the apply online section, which contains the forms necessary for completing the trademark ownership transfer.