Trademarks

A Mark Is Nothing Without Its Goodwill: Sugar Busters v. Brennan and the Assignment-in-Gross Trap

The Fifth Circuit held that the SUGARBUSTERS service mark, bought from a diabetic-supply store and used for a diet book, was assigned in gross and invalid because the goodwill did not transfer with it.

September 22, 2025
A signed contract and pen on a desk beside a stack of documents
Buying a mark without the business behind it left the SUGARBUSTERS owner with an invalid assignment. Shutterstock
Educational content, not legal advice. This article explains general legal concepts. It does not create an attorney–client relationship. For your specific situation, consult a licensed attorney.

A trademark cannot be sold as if it were a stand-alone commodity. It exists only as a symbol of the goodwill of the business it identifies, and an attempt to transfer the symbol without that goodwill is an “assignment in gross” — invalid, and fatal to any rights built on it. Sugar Busters, L.L.C. v. Brennan, No. 98-31063, 177 F.3d 258 (5th Cir. May 25, 1999), is the case licensing and acquisition lawyers cite when explaining why a clean bill of sale for a mark can buy nothing at all. Writing for the United States Court of Appeals for the Fifth Circuit, Chief Judge King, joined by Judges Politz and Benavides, vacated a preliminary injunction because the plaintiff’s acquisition of the SUGARBUSTERS service mark was likely an invalid assignment in gross. The opinion is a precise statement of how much — and how little — must move along with a mark for the transfer to count.

At a glance

  • Case: Sugar Busters, L.L.C. v. Brennan, No. 98-31063, 177 F.3d 258.
  • Court: United States Court of Appeals for the Fifth Circuit. Decided May 25, 1999. Opinion by King, C.J. (with Politz and Benavides, JJ.).
  • Posture: Appeal from a preliminary injunction in favor of the assignee; injunction vacated and the case remanded.
  • Holding: A trademark cannot be assigned apart from the goodwill it symbolizes; the SUGARBUSTERS assignment was likely in gross because the assignor’s business (diabetic supplies) was not sufficiently similar to the assignee’s use (a diet book) to carry the relevant goodwill.
  • Why it matters: It defines goodwill functionally — by similarity of use and consumer association — rather than by the transfer of tangible assets, and it shows that a facially valid assignment can still be void.

The deal that bought a name but not its meaning

The plaintiff, organized around the popular SUGAR BUSTERS! diet book, needed rights in the SUGARBUSTERS mark and acquired them by assignment. The assignor was an unrelated business: a retail store in Indiana that had used “Sugarbusters” in connection with diabetic supplies and services. The plaintiff took the mark but not the store — none of the assignor’s inventory, customer lists, or other business assets came with it. When the plaintiff sought to enforce the mark and obtained a preliminary injunction, the defendants challenged the validity of the underlying assignment, arguing it was made in gross.

The Fifth Circuit took that challenge seriously enough to vacate the injunction. The governing principle is bedrock: a trademark “cannot be sold or assigned apart from the goodwill it symbolizes,” and an assignment that separates the two “is characterized as in gross and is invalid.” Because the plaintiff’s likelihood of success depended on owning a valid mark, the doubtful validity of the assignment undermined the injunction.

Goodwill is about similarity of use, not boxes of inventory

The most useful part of the opinion is its rejection of an overly narrow conception of goodwill. The defendants had framed the issue around tangible assets — no inventory, no customer lists, therefore no goodwill. The court rejected that framing as too cramped. An assignee need not buy physical or tangible assets to receive goodwill. What the law requires is that the assignee use the mark on goods or services sufficiently similar to those of the assignor that consumers are not deceived — that the established associations the mark carries are not betrayed by the new use. The transfer of goodwill, in other words, is measured by continuity of meaning to the consuming public, not by the moving of crates.

That standard cut against the plaintiff on these facts. A retail diabetic-supply operation and a diet book are not obviously similar products, and the court was not persuaded that consumers’ established associations with SUGARBUSTERS as used by the Indiana store would carry over intact to a book. The similarity that would have validated the assignment — enough overlap to prevent consumers from being misled about the source or nature of what they were buying — appeared to be missing. The assignment therefore looked like a transfer of a bare name, which the law will not honor.

Why this is a transactional landmine, not a litigation curiosity

Sugar Busters matters most at the deal table. Parties frequently treat a trademark assignment as a simple conveyance: identify the mark, recite the standard “together with the goodwill of the business” language, sign, and record. But the magic words do not manufacture goodwill that did not transfer in substance. If the assignee’s intended use diverges from the assignor’s actual use, the recital cannot bridge the gap, and the assignee may discover — usually when it tries to enforce — that it owns an invalid mark and the priority date that came with it is worthless.

The decision also illustrates how the defect surfaces. As with naked licensing, assignment-in-gross is typically raised defensively: the accused infringer attacks the chain of title to show the plaintiff never validly held the mark. A plaintiff that built its position on a purchased registration is only as strong as the weakest link in that chain. Here, the weak link unwound a preliminary injunction and sent the case back for further proceedings, including the plaintiff’s separate unfair-competition theory under Section 43(a) of the Lanham Act, which does not depend on the validity of the registered assignment in the same way.

Open questions

  • How much similarity is “sufficiently similar”? The court set the standard by reference to consumer deception and established associations but left its application to the facts, leaving acquirers to assess overlap case by case.
  • Can a divergent intended use ever inherit goodwill? The opinion suggests that a meaningful gap between assignor and assignee uses defeats the transfer, but it does not draw a bright line for related-but-different product categories.
  • What role does Section 43(a) play as a fallback? The remand preserved an unfair-competition claim, raising the question of how much protection a party retains when its assignment fails but it has developed its own market presence.

Implications

  • Diligence the assignor’s actual use, not just the registration. The validity of an assignment turns on whether the assignee’s use continues the goodwill the assignor built.
  • Match intended use to acquired use. Buying a mark to deploy it on materially different goods or services invites an assignment-in-gross attack.
  • “Together with the goodwill” language is necessary but not sufficient. Recitals cannot transfer goodwill that does not exist in substance.
  • Expect chain-of-title attacks. Accused infringers will probe acquired marks for assignment-in-gross defects to defeat both priority and enforcement.
  • Preserve independent rights. A party that also develops its own goodwill may retain unfair-competition remedies even if a purchased assignment fails.

Frequently asked questions

What is an “assignment in gross”? It is the attempted transfer of a trademark apart from the goodwill of the business the mark symbolizes. Because a mark has no independent existence separate from that goodwill, an assignment in gross is invalid and conveys no enforceable rights.

Does an assignee have to buy inventory or customer lists to get the goodwill? No. The Fifth Circuit rejected that narrow view. Goodwill transfers when the assignee uses the mark on goods or services sufficiently similar to the assignor’s that consumers’ established associations are not betrayed — tangible assets are not required.

Why did the SUGARBUSTERS assignment fail? The mark had been used by a diabetic-supply business, but the assignee used it for a diet book. The court was not persuaded those uses were similar enough to carry the relevant goodwill, so the assignment looked like a transfer of a bare name — invalid as an assignment in gross — and the preliminary injunction was vacated.

Authorities and sources