“Susan consistently provides strategic and creative suggestions to help us achieve effective, impactful results. She is incredible.”
— Chambers USA 2025
Susan Natland, a Chambers-ranked attorney and nationally recognized trademark litigator and counselor, serves as co-lead of the Global Trademark and Brand Protection team. Susan is uniquely ranked by the World Trademark Review in both Enforcement/Litigation and Prosecution/Strategy, reflecting her exceptional ability to guide clients through every stage of trademark, brand protection, enforcement and litigation.
Susan advises some of the world’s most well‑known brands across litigation, enforcement, trademark procurement, portfolio management and global brand strategy. Susan also utilizes design patents, copyrights, trade dress, advertising law and other comprehensive solutions to address brand enforcement needs on a global scale in an ever-changing environment. She also develops and executes comprehensive strategies for combatting unauthorized online sales, diversion, grey market activity, dupes, counterfeiting and other brand abuse.
Known for her strategic, creative, responsive and results‑driven approach, Susan invests deeply in understanding each client’s business and goals to deliver practical, efficient solutions that enhance and protect brand value. Her diverse client base spans multiple industries and include Mattel, lululemon, Fox Media, Public Storage, Rivian, Olaplex, Thorne Research, Playtika, MySpace, Acorns Grow, Chicken of the Sea, Arbonne, Fear of God and Simkhai.
Susan's practice covers domestic and foreign trademark selection and clearance, trademark counseling, ex parte and inter partes proceedings before the Trademark Trial and Appeal Board (TTAB), licensing, trademark audits, IP due diligence, domain name disputes, trademark strategy and procurement, counterfeit enforcement, customs matters, advertising law, copyrights, entertainment law, rights of publicity and intellectual property issues involving artificial intelligence. She also had handled hundreds of enforcement and litigation matters and has even attended raids of counterfeit warehouses in China. In addition, she has served as virtual in-house counsel for one of the largest e-commerce and technology companies in the world, adding unique insight into business drivers and goals.
Appointed by the U.S. Secretary of Commerce, Susan served as chair of the U.S. Patent and Trademark Office’s Trademark Public Advisory Committee (TPAC), where she directly advised the Under Secretary of Commerce for Intellectual Property and the Director of the USPTO on trademark policy, performance and fee structures. During her tenure, she submitted a report to the President of the United States and established the USPTO’s first-ever stakeholder trademark award.
An active member of the International Trademark Association (INTA), Susan served as chair of the Enforcement Committee, participated in multiple Presidential Task Forces and is a member of the INTA Political Action Committee (PAC) Board. Most recently, she co-chaired the INTA Presidential Task Force “Unlocking IP.” She also contributed to advancing innovation policy through her work on the Advisory Board of Counsel for Innovation Promotion (C4IP) and as vice-chair of the USPTO ChIPs Chapter. She has also taught Advanced Trademark Law at her alma mater, UCLA School of Law.
In addition to her trademark and brand protection work, Susan is a registered patent attorney with the USPTO and holds an IAPP CIPP/US Data Privacy Certification. She also was a summer intern for the Ninth Circuit Court of Appeals during law school. Her clients range from fast-growing startups to established global brands including in the entertainment, fashion, food and beverage, automotive, cosmetics, health and wellness, finance, software, telecommunications, e-commerce, consumer goods and sports industries.
