Goodwill Clucking

    Beverly A. Berneman

    For the Mother Cluckers trademark saga, we need a little background about goodwill. A trademark establishes a connection between the owner’s goods and services and the consumer. That connection is the goodwill in the trademark. In order to be effective, a trademark assignment requires the assignment of the goodwill attached to it. 

    Assigning goodwill along with the assignment of a trademark isn’t form over substance.

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