How to Transfer Ownership of a Trademark when You Re-Brand or Sell your Business Whether you are a large company or a small company, your US trademark is one of your most valuable assets. It represents your brand's identity and distinguishes your products or services from those of your competitors. But what happens when you need to transfer ownership of your trademark? Since a US trademark is registered, it needs to be treated differently from other company assets. Whether you're selling your business, undergoing a rebranding, or simply reorganizing your company structure, a trademark assignment (ie. recording a properly executed trademark assignment with the USPTO) is a legal process that ensures the new owner's rights in the trademark are made of record. In this article, our goal is to identify the key steps involved in a trademark assignment process, highlighting the legal requirements and best practices to ensure a smooth transition.