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In this video, attorney Eels from Potts Weinstein discusses the formal process of transferring trademark ownership. This is necessary when a business changes structure, such as moving from a sole proprietorship or partnership to an LLC or corporation, or when selling a business. To complete the transfer, one must file an assignment with the United States Patent and Trademark Office (USPTO). Viewers are directed to the USPTO website, specifically the apply online section, where they can find all necessary forms for this process. The video provides clear steps to ensure proper trademark ownership transfer.