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Brand Protection


In today’s technology-driven, 24/7 world, your brand — and the intangibles that support it — face near-constant risk from a host of damaging scenarios. Along with greater risk comes greater opportunity to monetize intellectual property rights and brand assets in new and creative ways.

Clients from global consumer brands to small startups, from sports and entertainment personalities to up-and-coming influencers, come to Loeb & Loeb to help them establish, protect and exploit their brand assets.

At Loeb, we don’t just speak “law” — although we are leaders in trademark and copyright law. We also speak “business” — your business. We understand our clients’ industries, markets and visions. And we provide business-focused insight, innovative approaches and strategic solutions to help them reach their goals, whether that means developing and implementing a start-to-finish brand strategy, negotiating merchandise and other licensing agreements, or resolving high-stakes infringement disputes.

Unlike the siloed structure of most IP legal practices, Loeb’s Brand Protection lawyers are integrated into our advanced media, technology and entertainment teams. This structure fosters collaboration across various disciplines, including advertising, regulatory, emerging platforms, and privacy, security and data optimization.

As a result, our lawyers are experienced in counseling on complex issues outside the traditional boundaries of intellectual property, including cutting-edge technologies, the IP implications of engaging influencers, and protecting and leveraging IP assets through innovative marketing, advertising and media platforms. 

Clients around the world seek out Loeb & Loeb for our unique synergy of capabilities — our fluency in all areas of IP law, our knowledge of our clients’ industries and our blend of savvy business counsel, strategic dealmaking and, when necessary, aggressive litigation.

Our Brand Protection capabilities include:

  • Many of the world’s most recognized companies credit their commercial success to the strength of their trademarks and brands. Whether you’re a global conglomerate or a new venture — from prosecution to enforcement, strategy to litigation — Loeb & Loeb has you covered.

    Our lawyers assist clients with trademark availability, validity and scope of protection; facilitate U.S. and international registrations; and perform due diligence for complex merger and acquisition deals with key IP components.

    We provide global portfolio management and strategic counsel to assist clients in effectively exploiting their trademarks through licensing and merchandising agreements, sponsorships, and brand integration deals. We also work to diligently police our clients’ marks, advise on risk of infringement, and assert and defend infringement and unfair competition claims in federal and state courts and in administrative proceedings before the U.S. Trademark Trial and Appeal Board.

  • As technology continues to transform the way content is distributed and consumed, copyright law has become increasingly complex. Loeb’s lawyers are at the forefront of these issues, counseling clients on all types of copyright-related matters, from the development of copyright identification and registration programs to high-profile copyright infringement disputes.

    Our team handles complex due diligence inquiries and advises on the sale and acquisition of copyrights and property libraries. We investigate chain of title issues and negotiate copyright transfers, licenses and agreements for the distribution and exploitation of copyrighted works.

    While we assist clients in all sectors, our deep experience in media, entertainment and technology is the cornerstone of our practice. From blockbuster film and television productions to hit music catalogs, books and software, Loeb lawyers have protected the copyrights of many of the most celebrated works in our creative community.

  • Whether you’re a household name in sports and entertainment or an up-and-coming social media influencer, your unique personal brand can be your most valuable business asset.

    We work with a wide range of prominent individuals — as well as numerous celebrity estates — to provide strategic counsel on the development, commercialization and protection of every aspect of their personal brands, including name, voice, image, likeness, signature and identity.

    Our lawyers help individuals license and monetize their personality assets through entertainment and merchandising projects; sponsorship, endorsement and influencer opportunities; and strategic business ventures and other brand-building initiatives. We also assist clients in enforcing and protecting their rights of publicity against unauthorized use.

  • Loeb lawyers help organizations and individuals manage, protect and enforce their IP rights in the digital environment, while maximizing the value of their digital assets.

    We counsel clients on internet domain name strategies and generic Top-Level Domain (gTLD) matters, including regulatory, dispute, contractual, branding and technology issues. We craft strategies for digital content development, distribution and control, helping clients manage their social media programs and digital brand identities.

    Our team also works with clients to draft and negotiate internet service and software licensing agreements and structures guidelines and internal policies to govern the use of third-party intellectual property, including user-generated content and personal data. A key strength of our practice is our work counseling clients on cutting-edge privacy issues and security of their data assets.

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