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A trademark owner acquires protectable intangible property rights, referred to as “goodwill”, by selling, distributing and marketing a certain type and quality of goods, or by providing services under a trademark. Since it takes time, money & effort to build and establish goodwill, it is recognized to have intrinsic monetary value and is included as part of the determination of value when a trademark is sold and recorded on the assignment paperwork, or the transfer is void.

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