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Education
Awards & Honors
Ms. Natland has received multiple awards and has been honored in both national and international forums for her legal accomplishments:
- Recognized in the World Trademark Review (WTR) 1000 as a Leading Trademark Lawyer from 2012 - 2016. Ms. Natland is described as "an excellent litigator" that "cuts a dash on all manner of contentious work".
- Selected as a “Super Lawyer” in a survey of her peers conducted by Los Angeles Magazine and Super Lawyers Magazine from 2011 through 2016. From 2013 to 2016, she was also named one of the "Top Women Attorneys" in Southern California.
- Recognized in The Legal 500 "United States 2015" as being an outstanding practitioner. 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 Trademark" in Legal Media Group's (LMG) 2015 "Americas Women in Business Law Awards"
- Recognized in Law Business Research's 2015 "Who's Who Legal 100"
![Susan Natland Wins Client Choice Award 2014]()
Selected in 2014 as the exclusive winner of the "Client Choice Award" in the Intellectual Property: Trademarks, California category by International Law Office (ILO). Uniquely, the Client Choice Awards are based solely on nominations and feedback from corporate in-house counsel.
Selected in 2014 as the exclusive winner of the "Client Choice Award" in the Intellectual Property: Trademarks, California category by International Law Office (ILO). Uniquely, the Client Choice Awards are based solely on nominations and feedback from corporate in-house counsel.- 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 to Legal Media Group's (LMG)"Women in Business Law" guide in 2014 and 2015
- 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 - 2015)
- Nominated for the Orange County Business Journal Annual Women in Business Award (2006)
- 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)
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Professional Profile
Susan M. Natland is a partner in our Orange County office. Ms. Natland focuses on all aspects of domestic and international brand protection and enforcement, advertising law, unfair competition, copyright, and data privacy and security matters.
Her practice includes domestic and foreign trademark selection and clearance, trademark procurement and prosecution, ex parte and inter partes proceedings before the Trademark Trial and Appeal Board, trademark audits, licensing, domain name disputes, counterfeit goods and customs, copyrights, entertainment law, rights of publicity, and trademark and copyright enforcement and litigation, and has even personally attended raids of counterfeit goods warehouses in China. She also advises clients on an array of electronic commerce matters, including data privacy and data security compliance and procedure, data breach response, online privacy, mobile privacy, advertising and promotions, and social media. Ms. Natland is also a registered patent attorney before the U.S. Patent and Trademark Office.
Ms. Natland represents clients in a broad spectrum of industries, including the fashion and apparel, food and beverage, automotive, cosmetics, healthcare, medical and dental, financial, computer hardware and software, telecommunications, retail including e-commerce and direct selling, and sports and entertainment industries. Representative clients include Broadcom Corporation, Urban Decay Cosmetics (L'Oreal), Arbonne International, Kate Spade New York, First American Financial Corporation, Nobel Biocare, Mazda North America, Carey Hart, and Ryan Sheckler.
Ms. Natland recently had the unique opportunity to work as virtual in-house trademark counsel for a major Internet retailer for almost two years, allowing her to take an active role in policy and business decisions and providing her with invaluable hands-on insight and understanding of business concerns and drivers.
Ms. Natland has continuously been active in the local business community, volunteering for the Los Angeles Downtown Women's Center, the Newport Beach Chamber of Commerce and participating in many local charitable events such as the Anti-Defamation League, the Public Law Center and SIMA (Surfing Industry Manufacturers Association).
Ms. Natland is currently an adjunct professor at UCLA School of Law, teaching Trademark Law, and has been a Guest Lecturer at Chapman School of Law (Music and Entertainment Law), and University of California Irvine.
Ms. Natland also serves as a Brand Ambassador for her client The Passionate Collector.
Ms. Natland joined the firm in 1998 and became a partner in 2004. Ms. Natland serves on the firm’s Diversity Committee.
Clerk Experience
Honorable Judge John T. Noonan, Judge of the U.S. Court of Appeals for the Ninth Circuit
Additional Information
Teaching/Adjunct Professor
University of California, Los Angeles, School of Law
Whittier Law School
University of California, Irvine
Orange Coast College
Santa Ana College
Specializing In
Cases, Articles, Speeches & Seminars
Representative Matters
Ms. Natland has been involved in the following litigation cases, amongst others:
Victoria’s Secret Stores Brand Management, Inc. v. Urban Decay Cosmetics, 2:12-cv-00693-GLF-MRA (2012). Represented Defendant and Counter Claimant, Urban Decay Cosmetics, in connection with declaratory judgment suit involving the NAKED mark. Case settled favorably for client resulting in complete phase-out of accused Victoria’s Secret product.
Broadcom Corp. v. BroadVoice, Inc., SACV05-431 DOC (2005). Represented Plaintiff, Broadcom Corporation, in trademark infringement suit. Case settled favorably for client.
Ms. Natland’s Trademark Trial and Appeal Board (TTAB) experience is extensive, with some highlights noted below:
Ms. Natland successfully represented My Horse Player, Inc. in an ex parte proceeding before the Trademark Trial and Appeal Board, in which the Board's decision on appeal reversed the Examining Attorney by finding that MY HORSE PLAYER is not descriptive and is registrable on the Principal Register (TTAB 2008).
Ms. Natland successfully represented Hurley International LLC as Plaintiff in a precedential decision from the Trademark Trial and Appeal Board, finding on summary judgment that the Defendants had committed fraud on the USPTO. Hurley International LLC v. Volta 82 USPQ2d 1339 (TTAB 2007). Listed by Allen’s Trademark Digest as one of the top ten trademark cases before the TTAB in 2007.
Ms. Natland successfully represented Jose Remacle in a precedential decision from the Trademark Trial and Appeal Board, reversing the Examining Attorney and finding that the mark BIO-CD is not descriptive and is registrable on the Principal Register. In re Remacle 66 USPQ2d 1222 (TTAB 2002).
Speeches & Seminars
Ms. Natland has spoken extensively on topics related to trademark and Internet law, including:
War Games: Recent IP Litigation, Association of Corporate Counsel (ACC) (2015)
Guest Lecturer, Chapman School of Law (Music and Entertainment Law) (2015)
Panelist, Chapman Entertainment and Sports Law Symposium, Chapman Law School (2015)
The Intersection of False Advertising Claims and the FDCA, OCBA Entertainment and Sports Section (2015)
Scams, Schemes, and Spoofs: Online Brand Protection, Association of Corporate Counsel (ACC) (2015)
The Intersection of False Advertising Claims and the FDCA, Association of Corporate Counsel (ACC) (2014)
Avoiding False Advertising & Unfair Competition, IP Impact Silicon Valley - Trademark Seminar (2013)
Financing of Litigation in Trademark Actions, International Trademark Association (INTA) Annual Meeting (2013)
Silver Linings Playbook: Best Practices in Trademark Clearance and Selection, Association of Corporate Counsel (ACC) (2013)
Swimming with Piranhas: Avoiding Trade Secret Misappropriation, False Advertising & Unfair Competition Claims, Association of Corporate Counsel (ACC) (2013)
Soarin' Over Your Trademarks: Keys to Monetizing Your Brands, Association of Corporate Counsel (ACC) (2012)
Navigating the Murky Waters of the New Top Level Domain Name Launch, Association of Corporate Counsel (ACC) (2012)
Trademark and Copyright Clearance Scenarios: A Lawyer's Day at the Happiest Place on Earth.... Association of Corporate Counsel (ACC) (2011)
Trademarks in Sports: Ambush Marketing, International Trademark Association (INTA) Annual Meeting (2011)
Keywords and Trademarks, Association of Corporate Counsel (ACC) (2010)
Brand Power: How to Develop and Protect a Profitable Brand, The Entrepreneurship Institute's Presidents' Forum (2007) (panelist)
Careers in Trademark Law, International Trademark Association Annual Meeting (INTA) (2006)
Brand Searching and Clearance in the Internet Age, International Trademark Association (INTA) Annual Meeting (2005)
Trademark Trial and Appeal Board Practices, Practicing Law Institute (2004)
Trademark Year in Review, OCPLA/SDIPLA Spring Seminar (2003)
Trademarks and the Internet, National Association of Legal Secretaries (2003)
Dilution and the Victoria’s Secret Case, Orange County Paralegal Association (2003)
Articles
In addition, Ms. Natland has published numerous articles related to copyright, trademark and Internet law, including:
When the cost of default is $1.2 million, World Trademark Review, February 2016
Alert: California and the EU’s Changing Privacy Laws, December 2015
GoDaddy victorious in dispute over OSCARS and ACADEMY AWARDS marks, World Trademark Review, September 2015
Nuisance Repeat Filing Resolution: An Interview with the Enforcement Committee, INTA Bulletin, April 2015
Tacking isn't tacky - narrow doctrine saves defendant, World Trademark Review, January 2014
SPI in high spirits after suit against STOLI marks is dismissed for lack of standing, World Trademark Review, September 2013
No shades of grey: TTAB finds "white" deceptive for black tea, World Trademark Review, April 2013
Madrid Protocol registrations not insulated from petition to cancel based on abandonment, World Trademark Review, October 2012
Advertising at the Olympics - Let the Games Begin!, Convergence (an International Bar Association publication), Orange County Business Journal and Law360, July 2012
Ninth Circuit recognizes protectable trade dress for skull-shaped vodka bottle, World Trademark Review, June 2012
Time to Review – Achieving Best Practices in Trademark Audits, World Trademark Review, March 2012
Mark for Coffee House Likely to Cause Confusion with Coffee Certification Mark, World Trademark Review, March 2012
Nearly $300,000 awarded to plaintiff in keyword case against competitor, World Trademark Review, February 2011
Eighth Circuit: actual confusion is not a prerequisite to monetary relief, World Trademark Review, January 2011
Common U.S. Marines Slogan Remains in Public Domain, World Trademark Review, October 2010
Use of Identical Mark is Circumstantial Evidence of Dilution, World Trademark Review, July 2010
A TTAB Finds Mark Disparaging For Use with Wine, World Trademark Review, April 2010
Plaintiff Has Its Cake, May Not Eat It Too, World Trademark Review, December 2009
Trademark “Squatter” Enjoined From Using JAPONAIS Mark, World Trademark Review, September 2009
Eight-year delay bars claim that REDSKINS mark disparages Native American, World Trademark Review, July 2009
Heartbrand beefs with Yahoo!, World Trademark Review, May 2009
Hershey Garners Sweet Victory Against Furniture Company, World Trademark Review, December 2008
Hobbit Sleeps on Rights, Says Court, World Trademark Review, August 2008
Google’s Motion to Dismiss AdSense Complaint Rejected, World Trademark Law Report, July 2008
Focus on Fraud: Still Treacherous Territory in the U.S., INTA Bulletin, June 2008
The Importance of Trademark Audits, INTA Bulletin, March 2008
HOT WHEELS summary judgment spins out in Ninth, World Trademark Law Report, 2007
TTAB applies more lenient Section 2(d) test in FIRST NIAGARA, World Trademark Law Report, July 2007
Trademark Management: The Whole Truth and Nothing But the Truth, World Trademark Review, April 2007
Jonathan Livingston Seagull Claims Survive Summary Judgment Motion, World Trademark Law Report, April 11, 2007
Trademark Audits – what you need to know, World Trademark Review, May 2006
LAWYERS.COM Generic for Online Legal Database, World Trademark Law Report, March 2, 2006
No Second Bite of the Apple for SNAP Mark Owner, World Trademark Report, December 14, 2005
Infamous Mustang Ranch Name Still Up in the Air, World Trademark Report, September 9, 2005
Brand Searching and Clearance in the Internet Age (contributing author), International Trademark Association, May 18, 2005
Duck Quacking Sound Mark Shot Down by District Court, World Trademark Law Report, April 26, 2005
Nissan Dilution Case Driven Back to the District Court, World Trademark Law Report, October 7, 2004
No New Home for Disputed ‘TahoeLuxuryProperties’ Domain Name, World Trademark Law Report, July 12, 2004
Master Card’s ‘Priceless’ Ads Not Infringed by Political Broadcasts, World Trademark Law Report, April 6, 2004
Fake Gucci Bags Too Good to Recall, World Trademark Law Report, February 12, 2004
MBNA Forfeits MONTANA SERIES and PHILADELPHIA CARD, World Trademark Law Report, November 19, 2003
Default Respondent Prevails in UDRP Action, World Trademark Law Report, September 17, 2003
In Re MBNA America Bank, N.A., Federal Circuit Case Digest, September 2003
In Re The Boulevard Entertainment, Inc., Federal Circuit Case Digest, August 2003
Enterprise Rent-A-Car Company v. Advantage Rent-A-Car, Inc., Federal Circuit Case
Professional Memberships
International Trademark Association (INTA)
INTA Leadership Development Committee (2014 – Present)
Project Team Co-Chair for Leadership Academy (2014 – Present)
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 Project Team (2010 - 2011)
INTA 2005 Annual Meeting 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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