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Susan M. Natland

Susan Natland advises on all aspects of domestic and international brand protection and enforcement, advertising law, unfair competition, copyright, and data privacy and security matters. 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, and trademark and copyright enforcement and litigation. A hands-on advocate for her client’s rights, Susan has even personally attended raids of counterfeit goods warehouses in China. Susan was appointed by the U.S. Secretary of Commerce and currently serves as Chair of the 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. Susan is also extremely active in the International Trademark Association (INTA), has served as Chair if its Enforcement Committee, among other roles, and is currently on the INTA Presidential Task Force.

Chair of the firm’s Data Privacy and Security Group and a certified data privacy specialist by the International Association of Privacy Professionals, Susan also offers clients honed skill in advising on data privacy and data security compliance and procedure, data breach response, online privacy, mobile privacy, advertising and promotions, and social media. Susan is also a registered patent attorney.

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.

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 21st Century Fox, SF Giants, LA Clippers, Broadcom Corporation, Arbonne International, Revolve Clothing, St. John Knits, Chico’s, White House Black Market, First American Financial Corporation, Public Storage, Nobel Biocare, Mazda North America, Illumina, Thai Union (Chicken of the Sea), and Olaplex.

Recipient of the Lexology “Client Choice” award (exclusively based on client input) multiple times, 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 Knobbe Martens Executive Committee and is also a member of the firm’s Diversity Committee, as well as a contributor to the firm’s Fashion Blog. Susan has also been an adjunct professor at UCLA School of Law, teaching Trademark Law, and is Guest Lecturer at UCI School of Law 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 Anti-Defamation League, 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

Aesthetic & Cosmetic Biotechnology


Antibodies & Immunology

Biological Manufacturing of Chemicals


CBD & Legal Cannabis

Diagnostic Tools


Industrial Enzymes


Personalized Medicine

Research Tools & Reagents

Stem Cells & Regenerative Medicine

Synthetic Biology & Nanotechnology


Tissue Engineering


Chemical, Industrial & Materials



Cosmetics & Personal Care Products



Pharmaceutical Chemistry


Communications Technology

Cellular Networking & Communications

Fiber Optic Networks

Internet Telephony

Low-Power Networks




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








Financial Services & Business Methods

Blockchain & Smart Contracts

Cloud Computing

Cryptocurrency & Encryption

Data Privacy

Dispute Resolution

Licensing & Indemnification

Open Source

Media, Advertising & Entertainment


Amusement Parks



Digital Distribution

Film & Television

Literary Works

Mobile Applications


Musical Instruments and Accessories

Online Games


Social Media



Video Games and Interactive Entertainment


Medical Devices & Procedures

Aesthetics & Implants

AI & Machine Learning

Dermatology & Aesthetics


Drug Eluting & Drug Delivery Devices

Medical Informatics & Software Systems

Mental Health & Wellness



Prosthetics & Orthotics



Sports Medicine

Surgical Equipment

Women’s Health & OB/GYN


Antibodies & Immunology


Biosimilars & Hatch-Waxman Litigation

Diagnostic Tools


Personalized Medicine

Research Tools & Reagents

Stem Cells & Regenerative Medicine



Transportation & Vehicles

Automotive Transportation & Powersports


Passenger Transportation


Tools & Equipment

Transportation Equipment

Assignments and Licenses
Brand Portfolio Management
Brand Search
Copyright Litigation
Copyright Litigation
Design Patents
Due Diligence
False Advertising Litigation
False Advertising Litigation
International Trademarks
IP Strategy
IP Transactions and Agreements
Opinions and Counseling
Opinions and Counseling Relating to FTC and FDA Regulations
Patent Strategy & Prosecution
Tech Transactions
Trademark & Brand Protection
Trademark and Brand Protection Litigation
Trademark and Brand Protection Litigation
Trademark Enforcement
Trademark Registration
Trademark Trial & Appeal Board (TTAB) Litigation 
TTAB Proceedings
Unfair Competition Litigation
Unfair Competition Litigation

Susan Natland Wins Client Choice Award 2014

Susan has received multiple awards and has been honored in both national and international forums for her legal accomplishments:

  • Recognized as a 2022 “World IP Leader” 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 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).
  • 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 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
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