Susan Natland advises on all aspects of domestic and international brand protection and enforcement, advertising law, unfair competition, copyright, internet law, and data privacy. By investing the necessary time to understanding her client’s business and specific goals, Susan delivers solutions that maximize efficiencies and opportunities. Responsive, accountable and results-oriented, Susan is dedicated to serving as both a trusted legal and business advisor.
Susan is Co-Chair of the firm’s Trademark and Brand Protection Group. Her practice includes domestic and foreign trademark selection and searches, trademark procurement and prosecution, ex parte and inter partes proceedings before the Trademark Trial and Appeal Board (TTAB), trademark audits, licensing, domain name disputes, counterfeit goods and customs, copyrights, entertainment law, rights of publicity, trademark and copyright enforcement and litigation, and trademark and copyright issues related to AI. A hands-on advocate for her client’s rights, Susan has even personally attended raids of counterfeit goods warehouses in China. Susan also counsels clients on trademark and copyright issues related to artificial intelligence (AI).
Susan was appointed by the U.S. Secretary of Commerce and is the immediate past Chair of the USPTO Trademark Public Advisory Committee (TPAC) which advises the Under Secretary of Commerce for Intellectual Property and the Director of the USPTO on matters relating to the policies, goals, performance, budget, and user fees of the USPTO. During her term as Chair of TPAC, Susan submitted a report to the President of the United States, and launched the first ever trademark award for stakeholders in the history of the USPTO. Susan was described by her TPAC colleagues as “a high-level thinker who also executes and rolls up her sleeves to dive into details and do the work that needs to be done.” Susan is also extremely active in the International Trademark Association (INTA), has served as Chair of its Enforcement Committee and on several INTA Presidential Task Forces (among other roles), currently serves on the INTA Political Action Committee (PAC) Board, and was recently Co-Chair of the INTA Presidential Task Force – “Unlocking IP”.
A strong advocate for comprehensive innovation and brand protection, Susan currently serves on the Advisory Board of Counsel for Innovation Promotion (C4IP), and as Vice-Chair of the USPTO ChiPs Chapter.
Notably, Susan worked as a virtual in-house trademark counsel for a major Internet retailer for nearly two years. This experience allowed her to take an active role in business decisions and provided her with insight into business drivers and concerns. In addition to her trademark and brand protection expertise, Susan is also a registered patent attorney with the USPTO and a certified data privacy specialist with IAPP CIPP/US Data Privacy Certification.
Susan represents clients that range from fast-growth, emerging companies to established brands in a variety of industries, such as entertainment, fashion and apparel, food and beverage, automotive, cosmetics, healthcare, medical and dental, financial, computer hardware and software, telecommunications, e-commerce and direct sale retail, toys, and sports and entertainment. A sampling of her clients are Rivian, Mattel, Fox Sports, lululemon, The Coffee Bean & Tea Leaf, Fox Media, Acorns Grow, Darigold, Arbonne International, Thorne Research, ChromaDex, Revolve Clothing, St. John Knits, Chico’s, White House Black Market, Public Storage, Nobel Biocare, Illumina, Thai Union (Chicken of the Sea), Viant, and Olaplex.
Susan is honored to be Chambers ranked, and the recipient of the Lexology “Client Choice” award (exclusively based on client input) multiple times. She has also been recognized as one of the 80 most influential Women in IP Worldwide, shortlisted several years as Trademark Lawyer of the Year, and repeatedly voted as one of the top trademark lawyers in the country by a variety of business and legal publications, Susan has earned her reputation as a consummate professional that is also a fierce advocate for her clients. Susan takes the time to learn about her client’s business, the key players involved, and the market in which they operate. In return, Susan’s clients value her integrity and work ethic, and that she is a talented lawyer and proven strategist that balances complex legal issues with pragmatic business considerations.
Susan served on the Knobbe Martens Executive Committee and was a founding member of the firm’s Diversity Committee, as well as a contributor to the firm’s Fashion Blog.
Susan proudly serves on the UCLA Law Alumni Board, and has also been an adjunct professor at UCLA School of Law for multiple years, teaching advanced Trademark Law. Susan has also been a Guest Lecturer at UCI School of Law, Southern Illinois School of Law, University of Florida, and Chapman School of Law (Music and Entertainment Law). Susan is also active in the local business community and has volunteered for the Los Angeles Downtown Women’s Center and Newport Beach Chamber of Commerce. Moreover, she participates in many local charitable events such as the Public Law Center and SIMA (Surfing Industry Manufacturers Association). Susan is also a Brand Ambassador for her client BEEK.
Clerk Experience
Honorable Judge John T. Noonan, Judge of the U.S. Court of Appeals for the Ninth Circuit
University of California – Los Angeles – School of Law (UCLA), J.D., American Jurisprudence Award in Civil Procedure, Teaching Assistant for Legal Research and Writing
University of California – Santa Barbara (UCSB), B.A., Economics, with emphasis in biology, Dean’s list
IAPP CIPP/US Data Privacy Certification
State Bar of California
U.S. Court of Appeals for the Ninth Circuit
U.S. District Court – Central District of California
U.S. Patent and Trademark Office – Registered Patent Attorney
Advertising, Media & Entertainment
Actors
Amusement Parks
Artists
Athletes
Digital Distribution
Film & Television
Literary Works
Mobile Applications
Music
Musical Instruments & Accessories
Online Games
Publishing
Social Media
Studios
Theater
Video Games & Interactive Entertainment
Writers
Biotech
Aesthetic & Cosmetic Biotechnology
AgBio
Antibodies & Immunology
Biological Manufacturing of Chemicals
Biologics
CBD & Legal Cannabis
Diagnostic Tools
Genomics
Industrial Enzymes
Peptides
Personalized Medicine
Research Tools & Reagents
Stem Cells & Regenerative Medicine
Synthetic Biology & Nanotechnology
Therapeutics
Tissue Engineering
Vaccines
Chemical, Industrial & Materials
Adhesives
Biochemistry
Cosmetics & Personal Care Products
Furniture
Instrumentation
Pharmaceutical Chemistry
Semiconductors
Communications Technology
Cellular Networking & Communications
Fiber Optic Networks
Internet Telephony
Low-Power Networks
Radio
Television
Videoconferencing
Wireless Local Area Networks
Consumer Products & Services
Aesthetics & Personal Care Products
Food & Beverage
Restaurants & Hospitality
Sporting Goods & Recreation
Electrical, Semiconductor & Computer Technology
Electronics & Semiconductors
Healthcare Information Technology
Software & IT
Fashion & Beauty
Bags
Clothing
Footwear
Fragrances
Jewelry
Luggage
Sunglasses
Financial Services & Business Methods
Blockchain & Smart Contracts
Cloud Computing
Cryptocurrency & Encryption
Data Privacy
Dispute Resolution
Licensing & Indemnification
Open Source
Medical Devices & Procedures
Aesthetics & Implants
Dermatology
Diagnostics
Drug-Eluting Devices
Medical Informatics & Software Systems
Neurology
Oncology
Orthopedics
Prosthetics & Orthotics
Robotics
Spine
Surgical Equipment
Women’s Health & OB/GYN
Pharmaceuticals
Antibodies and Immunology
Biologics
Biosimilars
Diagnostic Tools
Peptides
Personalized Medicine
Research Tools & Reagents
Stem Cells & Regenerative Medicine
Therapeutics
Vaccines
Transportation & Vehicles
Automotive Transportation & Powersports
Motorcycles
Passenger Transportation
Shipping
Tools & Related Equipment
Transportation Equipment
Advertising, Media & Entertainment Practice
Assignments & Licenses
Brand Portfolio Management
Brand Search
Copyright
Copyright Litigation
Copyright Litigation
Design Patents
Due Diligence
False & Comparative Advertising
False & Comparative Advertising Litigation
False Advertising Litigation
International Trademarks
IP Strategy
IP Transactions, Agreements & Venture Capital
Litigation
Opinions & Counseling
Patent Strategy & Prosecution
Registration
Trademark & Brand Protection
Trademark Enforcement
Trademark Litigation & Unfair Competition
Trademark Litigation & Unfair Competition
Trademark Registration
Trademark Trial & Appeal Board (TTAB) Disputes
Transactions
TTAB Proceedings
Unfair Competition Litigation
Susan has received multiple awards and has been honored in both national and international forums for her legal accomplishments:
- Named to the Thomson Reuters “Stand-Out Lawyer” list, which recognizes lawyers identified by senior in-house counsel and legal buyers worldwide as top professionals they have worked with in recent years.” (2025)
- Recognized in World Trademark Review 1000: The World’s Leading Trademark Professionals guide (2024-2025)
- Recognized in Lexology Index: IP 2025 guide for outstanding Trademark work
- Recognized by The Legal 500 “United States” for Trademarks: Non-Contentious (2024)
- Recognized in the 2024 Edition of Chambers USA, Knobbe Martens Partners and Practices Recognized in 2024 Edition of Chambers USA | Knobbe Martens (June 2024)
- Recognized as a Trademark Star in Managing IP’‘s “2024 IP STARS” (June 2024)
- Recognized in the Top 250 Women in IP by Managing IP (June 2024)
- Shortlisted as Trademark Lawyer of the Year in the 2024 Women in Business Awards by Managing IP
- California Recorder Mentor/Mentee Award Finalist (with Kate McMorrow)(October 2023)
- Recognized as a “World IP Leader” in 2022 – 2024 for her excellent work in Trademark by World Intellectual Property Review (WIPR)
- Recognized in the 2022 edition of Euromoney’s Expert Guides – Women in Business Law for Trademark/Copyrights
- Recognized as a Trademark Star in Managing IP’s “IP STARS” guide for her outstanding intellectual property legal work (2018 – 2023)
- Recognized in the World Trademark Review (WTR) 1000 as a “Leading Trademark Lawyer” (2012 – 2023). Placed in top tier of WTR Rankings in both categories—“Enforcement and Litigation” and “Prosecution and Strategy”. In 2023, she was described as someone who is “highly appreciated as a hands-on partner who fights hard for her patrons,” while noting her work as “lead outside trademark counsel for Fox Corporation, cybersecurity solutions leader Fortinet and many other prestigious names.” In the 2022 guide, she was recommended for her “excellent leadership”. In the 2021 guide, Susan was recognized for her deep involvement in the practice and her “niche insight in data privacy” was highlighted. In the 2020 guide, Susan was noted for adding “tremendous value for brand owners with her blend of trademark, advertising, unfair competition and data privacy expertise”. In the 2019 guide, editors described her as “an eminent all-rounder” and “has a glowing reputation in the fashion and entertainment industries”. In the 2018 guide, editors praised her “sensible and judicious approach” after taking on the role of lead trademark counsel after the Avago-Broadcom acquisition. In 2017, she was commended for her work with Broadcom in connection with its purchase by Avago Technologies for $37 billion – one of the largest tech deals ever and was praised for “constantly remaining professional, while fighting hard and fair.”
- Nominated for the Orange County Business Journal’s Women in Business Award (2021)
- Recognized in The Legal 500 “United States” for being an outstanding practitioner (2015, 2019 – 2023). In this guide, she was noted for providing strategic protection, branding and enforcement advice to domestic and international brands, such as Urban Decay, Kate Spade New York and Arbonne.
- Named “Best in Trademarks” in Legal Media Group‘s (LMG) “Women in Business Law” guide (2015, 2020)
- Named a “Southern California Super Lawyers” for her work in intellectual property law by Super Lawyers magazine (2017 – 2020). She has repeatedly been selected as a “Super Lawyer” in a survey of her peers since 2011. From 2013 to 2016, she was also named one of the “Top Women Attorneys” in Southern California.
- Named in Managing IP’s prestigious “Top 250 Women in IP” international list and shortlisted for Trademark Lawyer of the Year (2019 and 2020)
- Recognized by World IP Review (WIPR) as one of the 80 Most Influential Women in IP worldwide in 2019
- Selected as the exclusive winner of the “Client Choice Award” in the Intellectual Property: Trademarks, California category by International Law Office (ILO) (2014, 2017 – 2018). Uniquely, the Client Choice Awards are based solely on nominations and feedback from corporate in-house counsel.
- Recognized as one of the “Top 50 Most Powerful Women Technology,” from California Diversity Council in 2017
- Recognized as one of the “Top 50 Women Lawyers in California,” from Top 50 Women Lawyers.org in 2017
- Named to the 2016, 2017 and 2023 Daily Journal list of “Top IP Lawyers in California”.
- Named in the 2017 “Top Women Lawyer” list highlighting Susan as an influencer and achiever for her impact in the technology industry by the California Diversity Council.
- Recognized in the 2016 “Who’s Who Legal: Trademarks” list as one of the most highly regarded individuals on the West Coast in the U.S. She ranks among the very elite of US practitioners in Who’s Who Legal research and was widely regarded as a “brand enforcement superstar” by her peers.
- Recognized in Law Business Research’s 2015 and 2016 “Who’s Who Legal 100”
- Named a “Top Attorney in Orange County” by Orange Coast Magazine for her professional achievement in 2016
- Recognized as a leading Trademark Law practitioner in Legal Media Group‘s (LMG) “Guide to the World’s Leading Trademark Law Practitioners” in 2014
- Named one of Orange County’s top lawyers by OC Metro magazine in the categories of copyright law and intellectual property law (2009, 2010, 2011 and 2013)
- Named one of the top trademark attorneys in California, based on a comprehensive survey of both general counsel and private practice lawyers, in the Law Business Research “Who’s Who Legal: California” and one of the top trademark attorneys in the world in the “Who’s Who Legal: Trademarks” which referred to her as a “real trademark specialist” (2008 – 2019, 2023)
- Named as one of Southern California’s “Rising Stars” in intellectual property law, based on survey of her peers, in Los Angeles Magazine and Super Lawyers Magazine (2005)
- International Association of Privacy Professionals (IAPP) (2015 – Present)
- International Trademark Association (INTA)
- INTA involvement is extensive from 2022 to the present, and her current committee involvement alone is:
- Board Member Political Action Committee | 3/18/2023 – Present
- INTA PAC Capitol Club: Rotunda | 12/15/2021 – Present
- Women’s LeadershIP Initiative Project Team | 1/31/2024 – Present
- Academic Committee | 1/1/2024 – Present
- Professor and Adjunct Subcommittee | 1/1/2024 – Present
- INTA PAC Capitol Club: Rotunda | 12/8/2021 – Present
- Annual Meeting Project Team (Atlanta) | 9/26/2023 – 6/30/2024
- Co-Chair Presidential Task Force – Unlocking IP | 1/1/2023 – 6/30/2024
- INTA involvement is extensive from 2022 to the present, and her current committee involvement alone is:
- INTA Presidential Task Force (2020 – Present)
- INTA Data Protection Committee (2018 – Present)
- INTA TMAP (Trademark Admistrators and Practitioners) Conference Project Team (2018)
- INTA Leadership Development Committee (2014 – 2018)
- Project Team Co-Chair for Leadership Academy (2014 – 2018)
- INTA Enforcement Committee (2006 – 2013)
- Chair of Enforcement Committee (2012 – 2013)
- Vice Chair of Enforcement Committee (2010 – 2011)
- Chair of Opposition & Cancellation Standards and Procedures Subcommittee (2008 – 2010)
- INTA Small and Medium-Enterprises Task Force (2010 – 2011)
- INTA 2011 Annual Meeting Conference Project Team (2010 – 2011)
- INTA 2005 Annual Meeting Conference Project Team (2005)
- INTA Roundtable Committee (2004 – 2006)
- INTA Anti-Counterfeiting and Enforcement Committee (2002 – 2004)
- Orange County Patent Law Association (OCPLA)
- Chair of Trademark Committee
- Orange County Bar Association
