A frequent lecturer and writer on intellectual property and promotional issues, Rochelle D. Alpert helps clients protect their trademarks, copyrights, and rights of publicity. She also advises on and litigates unfair competition, defamation, and libel claims; advertising and contest issues; and Internet, social media, and ecommerce protections and concerns. Working within the firm’s trademark copyright advertising group, Rochelle advises across diverse industries and organizations, including online and traditional retailing, clothing and accessories, computer hardware, software and online cloud platforms, social media, semiconductors, food and beverages, pharmaceuticals, telecommunication, financial services, sports entities, charitable organizations, authors, and musicians.
Beyond strategic advice, Rochelle’s practice involves federal court litigation, Trademark Trial and Appeal Board cases, and domain name proceedings. She defeated a request for a preliminary injunction brought by Hansen Beverage Company against North American Beverage Company (C.D. Cal.), successfully defended Publishers Clearing House against copyright and trade dress infringement claims (Starcrest v. Publishers Clearing House, C.D. Cal.), successfully defended a rock poster artist in a claim for breach of a license agreement, including pursuit of counterclaims for copyright and trademark infringement (Miller v. LiveNation Merchandise, Inc., N.D. Cal.), successfully opposed trademark applications that sought registration of marks confusingly similar to the O’NEILL wave logo in trials before the Trademark Trial and Appeal Board and successfully stopped use of infringing domain names of a well-known technology company.
Rochelle works with her clients to develop global protection strategies, registration and enforcement programs, and anticounterfeiting campaigns for their intellectual property, including trademarks, trade names, trade dress, and copyrights that are efficient, practical and cost effective. Additionally, she advises on the implementation of advertising and promotional programs, including comparative advertising and sweepstakes, skill contests and social media endorsements.
Rochelle has lectured to groups including the Intellectual Property Section of the American Bar Association, Intellectual Property Section, the Georgetown Law Institute, the International Trademark Association, Silicon Valley General Counsel Association, Practising Law Institute, Continuing Education of the Bar, Corporate Counsel Institutes, American Conference Institute, The Recorder, and the Sunnyvale Center for Innovation, Invention and Ideas (SCI3). As a member of the International Trademark Association, Rochelle has participated on a variety of committees including the issues and policy, meetings, pro bono, and enforcement committees, and chaired its subcommittee on the legality of disclaimers. She also chaired the trademark committee of the San Francisco Intellectual Property Association.
University of Michigan Law School, 1975, J.D., Magna Cum Laude
University of Michigan, 1972, B.A., Cum Laude
Supreme Court of the United States
Awards and Affiliations
Member, Practice Group of the Year, Intellectual Property, Law360 (2019)
Member, Litigation Department of the Year–Intellectual Property, The American Lawyer (2019)