Trademark transfer is the same as auction transfer of antiques and cultural relics. With the success of the transfer, the trademark ownership is transferred from the original owner to the transferee. However, the content of trademark ownership is more in the form of' intangible assets', which involves copyright ownership. Once the trademark transfer is successful, the original trademark owner shall not use the trademark and its associated intellectual property rights. Otherwise, it may involve infringement and be sanctioned by the Trademark Law and its related laws. Trademark transfer includes the transfer of' own trademark ownership' and the grant of' others' trademark ownership'. In the process of transfer, it must also be approved by the relevant supervision and management institutions. The contents of trademark transfer mainly include: trademark inquiry, copyright registration, change and so on. For example, the famous trademark dispute of Wang Laoji in China is a good case in the process of trademark transfer. In the process of trademark registration, registration, etc., detailed records and records must be made in advance. In the process of trademark transfer, the transferee should take the initiative to seriously confirm the ownership of the trademark to ensure that the transferor has the ownership of the trademark and that the trademark is recognized and recorded by the Trademark Office. Before the negotiation, the transferee should make a corresponding evaluation of the value of the trademark, including the intended use and effect of the trademark, and make a detailed prediction as much as possible. Trademark transfer, like commodity purchase, requires both parties to conclude a corresponding contract, go through appropriate legal notarization and other processes, and be registered and filed by the trademark authorities, so that the transfer result can have legal effect. As a special' commodity' with the nature of' intangible assets', a trademark's legal exclusivity is protected by law, and any non-owner may not use it at will.