Rochelle D. Alpert

Partner

Rochelle D. Alpert is a partner in Morgan Lewis's Intellectual Property Practice, resident in the San Francisco office, and a member of the Trademark Copyright Advertising Group. Ms. Alpert focuses her practice on trademark, copyright, advertising, rights of publicity, unfair competition, and Internet and e-commerce issues. She regularly addresses these topics in a broad spectrum of industries, including online and traditional retailing, clothing and accessories, beverages, computer hardware, computer software, semiconductors, pharmaceuticals, telecommunication, and financial services. An integral part of Ms. Alpert's practice involves federal court litigation, Trademark Trial and Appeal Board cases, and domain name proceedings. Ms. Alpert successfully defeated a request for preliminary injunction brought by Hansen Beverage Company against North American Beverage Company. Ms. Alpert also successfully defended Publishers Clearing House against both copyright infringement and trade dress infringement claims (Starcrest v. Publishers Clearing House, C.D. Cal.). On the trade dress claim, Ms. Alpert secured a directed verdict after the case had been presented to the jury. As to the copyright claim, she secured a dismissal with prejudice on a motion to dismiss. Ms. Alpert also successfully represented the San Francisco Fleet Week Committee in canceling a FLEET WEEK mark, which had been the source of a trademark dispute.

Ms. Alpert draws on her experience with all facets of pretrial preparation, trial, and appeals—including temporary restraining orders, preliminary injunctions, permanent injunctions, jury trials, and dispute resolution mechanisms—to assist clients in developing global protection strategies, registration and enforcement programs, and anticounterfeiting campaigns for their trademarks, trade names, trade dress, copyrights, and other intellectual property. She also regularly advises clients on the implementation of advertising and promotional programs, including comparative advertising and sweepstakes.

Ms. Alpert frequently lectures and writes on intellectual property topics. She has lectured for, among other organizations, the Intellectual Property Section of the American Bar Association, the International Trademark Association, the Silicon Valley General Counsel Association, the Practising Law Institute, the Continuing Education of the Bar, the Corporate Counsel Institutes, SCI3, the American Conference Institute, the Lohrman Education Services, and The Recorder. She is a regular contributor to the World Trademark Law Report and the World Copyright Law Report. She has served on the International Trademark Association's Issues and Policy and Meetings Committees. Currently, she is a member of the Association's Enforcement Committee. Ms. Alpert chaired the Trademark Committee of the San Francisco Intellectual Property Association.

Ms. Alpert has been recognized in International Who's Who of Trademark Lawyers since the inaugural 2002 edition. She also is recognized in Expert's Guide to the World's Leading Trademark Practitioners, in International Who's Who of International Business Lawyers - Trademark, in Who's Who California, and in Northern California Super Lawyers 2006 and 2007 in Intellectual Property Lawyers.

Ms. Alpert is admitted to practice in California and before the U.S. Supreme Court.