Loeb & Loeb LLP advises clients on the development, acquisition, commercialisation, protection, and enforcement of intellectual property rights across global markets. The firm handles trademark portfolio management, brand protection strategies, and related licensing and commercial matters for clients operating in industries including entertainment, media, advertising, financial services, consumer products, and life sciences. The practice has a particular focus on brand protection and luxury brands. Based in Los Angeles, Melanie Howard chairs the luxury brands practice and the intellectual property protection group and co-chairs the advanced media and technology practice. Her work focuses on the acquisition, protection, licensing, exploitation, and sale of intangible assets. Alongside Howard, in New York, Bess Morgan, deputy chair of brand protection, advises clients on acquiring, protecting, enforcing, and commercialising intellectual property and other proprietary rights, including trademark portfolios and brand assets.
Legal 500 Editorial commentary
Testimonials
Collated independently by Legal 500 research team.
‘The team provides an outstanding level of service across all aspects of non-contentious trademark work, including prosecution, portfolio management, and licensing.'
'What sets them apart is their ability to combine speed, accuracy, and strategic thinking.'
'Applications, renewals, and office action responses are handled quickly and efficiently, while still being carefully thought through and tailored to our commercial priorities.'
- 'The team actively help us shape and maintain a strong, cost-effective trademark portfolio, advising not just on what can be registered, but what should be registered based on business objectives, brand strategy, and risk. ’
‘The individuals we work with stand out for their professionalism, responsiveness, and strong grasp of both trademark law and business realities. Their advice is not limited to legal risk — it always takes into account our commercial goals, brand strategy, and operational constraints, which makes it highly practical and valuable.'
- 'What differentiates them from competitors is their ability to quickly identify the core issue, explain options clearly, and recommend solutions that are proportionate and commercially sensible. ’
Key clients
- Carrie Underwood
- Christina Aguilera
- Luke Combs
- Morgan Wallen
- Estates of Kobe Bryant & Gianna Bryant and Mamba & Mambacita Sports Foundation
- Saks Global
- Hot Topic, Inc.
- Hypebeast Hong Kong Limited
- Groupe SEB and its affiliated companies
- Din Tai Fung
- IPS Corporation / Weld-On / SciGrip / E-Z Weld
- Chewy, Inc.
- SandBox VR
- World of Wonder Productions, Inc.
- Allen Media Group
- Whitebridge Pet Brands, LLC
- FAT Brands Inc.
- SuperOrdinaryCo USA
- Sky Zone, LLC
- Zola
Work highlights
Representing well-known pet care company, Whitebridge Pet Brands, LLC, in connection with brand protection matters.
Represented Crossing, in a joint venture with entities owned by American DJ and record producer Steve Aoki, including HIROQUEST LLC, DJ Kid Millionaire Ltd. (DJK) and The Aoki Milkshake Company, LLC (TAMC).
Lawyers
Leading partners
The strongest partners in their field, leading on market-leading deals and endorsed by peers and clients alike.
Next Generation Partners
Junior partners with significant recognition from clients and peers in the market and key roles on multiple matters.
Practice head
Melanie Howard; Bess Morgan
Other key lawyers
Jorge Arciniega; Derek Crownover