4.5 Exercise of Trademark: Assignment vs. Licensing

Assignment — the ownership's outright sale (the exit): the whole or partial transfer (by territory or class); the with-or-without-goodwill faces (the deceptive "naked assignment" risks); the recordal's duty. Licensing — the use's permission with ownership retained (the lease): the exclusive-vs-non-exclusive grant; the quality control (the licensed use must not betray the mark's promise); the royalty economics; the registered-user/recordal disciplines. The contrast line: assignment sells the house; licensing rents it.