A frequent lecturer and writer on intellectual property 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, including online and traditional retailing, clothing and accessories, computer hardware and software, social media, semiconductors, food and beverages, pharmaceuticals, telecommunication, financial services, and sports.
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.), represented StrongView Systems in a trademark infringement claim against a large competitor (StrongView Systems, Inc. v. Salesforce.com, N.D. Cal.), and successfully defended rock poster artists 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.).
From pretrial preparation through trial and appeals, Rochelle implements diverse strategies such as temporary restraining orders, preliminary and permanent injunctions, jury trials, and dispute resolution mechanisms to protect clients’ rights. Her work helps clients develop global protection strategies, registration and enforcement programs, and anticounterfeiting campaigns for their intellectual property, including trademarks, trade names, trade dress, and copyrights. Additionally, she advises on the implementation of advertising and promotional programs, including comparative advertising and sweepstakes, and social media postings.
Rochelle has lectured to groups including the Intellectual Property Section of the American Bar Association, the International Trademark Association, Silicon Valley General Counsel Association, Practising Law Institute, Continuing Education of the Bar, Corporate Counsel Institutes, American Conference Institute, Lohrman Education Services, The Recorder, and the Sunnyvale Center for Innovation, Invention and Ideas (SCI3). She has also lectured at Georgetown Law CLE’s “Representing and Managing Tax-Exempt Organizations” seminar. In addition, Rochelle contributes to the World Trademark Law Report.
As a member of the International Trademark Association’s enforcement committee, Rochelle chaired its subcommittee on the legality of disclaimers, and previously served on the association’s issues and policy committee and meetings committee. She also chaired the trademark committee of the San Francisco Intellectual Property Association. Currently, she serves on the pro bono committee.
University of Michigan Law School, 1975, J.D., Magna Cum Laude
University of Michigan, 1972, B.A., Cum Laude
US Supreme Court
Awards and Affiliations
Leading Trademark Practitioner, Enforcement & Litigation, California, WTR 1000, World Trademark Review (2011–2019)
Leading Trademark Practitioner, Prosecution & Strategy, California, WTR 1000, World Trademark Review (2017–2019)
Recognized, IP Litigation, Northern California, Super Lawyers (2006–present)
Recognized, Super Lawyers, Corporate Counsel Edition (2008–present)
Recognized, International Who's Who of Trademark Lawyers (2002–present)
Recognized, International Who's Who of Business Lawyers (2003–present)
Recognized, Expert's Guide to the World's Leading Trademark Law Practitioners (2002–present)
Recognized, Expert Guides to the World's Leading Women in Business Law (2010 inaugural edition–present)
Recognized, California, Who's Who Legal (2007–present)
Recognized, Trademarks, Best of the Best Expert Guide (2017)
Recognized, Trademarks, Who's Who Legal (2016)
Recognized, Bar Register of Preeminent Women Lawyers (2016)
Top Rated Lawyer, Intellectual Property, Martindale Hubbell (2016)
AV rated, Martindale-Hubbell
Top 10 Trademark Attorneys in California, Daily Journal (2008)
Associate editor, Michigan Law Review
Member, Order of the Coif
Charter fellow, Litigation Counsel of America, Trial Lawyer Honorary Society
Member, International Association of Privacy Professionals