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Morris Turek, a trademark attorney, explains that it is possible to transfer trademark ownership through a trademark assignment. This transfer must include the underlying goodwill associated with the trademark, which is the public recognition of the mark. Failing to include this goodwill can result in an assignment in gross, risking the loss of trademark rights. While a trademark assignment does not legally require a written document, it is advisable to document the assignment in writing and have it signed to prevent future disputes regarding ownership.