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In this video, attorney Eels from Potts Weinstein explains the process of formally transferring trademark ownership. This is necessary when a trademark needs to be owned by another individual or business entity, often occurring when clients sell their business or shift from a sole proprietorship or partnership to a limited liability company (LLC) or corporation. To complete this transfer, called an assignment, one must file the necessary documents with the U.S. Patent and Trademark Office (USPTO). Eels guides viewers to the USPTO website, highlighting the "apply online" section where all required forms can be found, even though they are not applying for a new trademark at that moment.