For example, you own a small print shop and at one point decide to sell your business.
How will you do this?
You can renegotiate the lease of the premises, you can sell the equipment, formalize the transfer of employees, transfer the administration of the website and social media accounts.
But these are all separate aspects that do not identify the business.
However, you can just sell your trademark, and whoever buys it can find new premises, buy new equipment, hire new employees, etc., while he will have the main thing — he can operate under the already promoted brand, put it in the sign, on the site, etc.