Five firms reach highest tier in WIPR’s USA Trademarks Rankings

New national rankings identify the law firms and professionals advising on bet-the-brand matters, global filing strategies and creative portfolio management.

WIPR has published its third annual USA Trademarks Rankings, which recognise the law firms and professionals that stand out in the world’s biggest market for trademark work.

Firms are assessed in four tiers across two distinct categories, with the Non-Contentious table recognising firms and individuals across a range of prosecution and portfolio management, transactional and licensing work.

The Contentious table covers litigation in the district and federal courts, where cases often settle before trial due to costs, and the more contentious challenges to trademark filings at the Trademark Trial and Appeal Board (TTAB).

The rankings provide a guide to the law firms most capable of handling critical trademark matters in the US, and advising on global brand strategies for household-name companies.

Where available, there are details of firms’ key clients and recent matters, along with overviews of their trademark practices and teams, via the links in the tables.

Noteworthy clients this year include tech giants Netflix and Meta, major pharmaceutical company Novartis and household-name fitness brand Peloton, as well as famous individuals such as Nobel Peace Prize laureate Malala Yousafzai and rock duo The White Stripes.

The list contains a mix of global full-service firms, specialised IP boutiques and practices based outside of the major US commercial hubs offering a lower-cost alternative, showcasing the breadth of expertise available to brand owners.

Dewberry, Labubu and NFTs

A 2025 Notable firm, Gibson Dunn was involved in one of the most closely-watched trademark cases of the year, Dewberry Group v Dewberry Engineers.

The firm claimed the Supreme Court ruling in February—which overturned a $43 million award to plaintiff Dewberry Engineers—as a significant win for client Dewberry Group.

Branding disputes in the plant-based meat alternatives sector have hit the headlines this year as competition in the sector continues to intensify.

Recommended firm Buchalter is representing Beyond Meat in its high-profile US trademark clash with Vegadelphia, concerning the ‘Great Taste Plant-Based’ messaging used by Beyond Meat and Dunkin’ Donuts in a joint venture.

Beyond Meat is reportedly planning to appeal a November 2025 jury award of nearly $39 million in damages for Vegadelphia.

US law firms are increasingly called upon to protect brands in spaces that are still in their early chapters as far as the law is concerned, such as artificial intelligence (AI) and non-fungible tokens (NFTs).

Fenwick’s trademark litigation team secured a significant ruling for Yuga Labs—the maker of the Bored Ape Yacht Club NFTs—in a first-of-its-kind case involving the technology.

A US appeals court overturned the $8.8m judgment for Yuga in July 2025 but determined that the defendants were not immune from Yuga’s claims based on First Amendment protections for works of art; a decision that the company said was “a win for the industry” as it showed that “NFTs are protectable by trademark law”.

Over the past year, brands have continued to react to the rise in “dupe” products on the market, protecting their trademarks, trade dress and design patents in litigations and administrative proceedings.

Quinn Emanuel secured a temporary restraining order for Pop Mart—the company behind the Labubu collectible craze—against 7-Eleven franchisees selling counterfeit Labubu products.

Two of the nation’s leading trademark litigators are recognised in this year’s Hall of Fame for their stand-out careers; Pirkey Barber’s Bill Barber, known for his command of complex brand disputes and TTAB proceedings, and David Kelly from Kelly IP, recognised for representing many famous brands in high-profile matters.

Interesting cases to watch in the new year include the bid by startup Operation Bluebird to resurrect the Twitter brand; Stephen Coates, recognised as a Recommended individual this year, is general counsel for the project.

TTAB wins and creative strategies

When compiling the rankings, the WIPR research team took account of firms and individuals with particularly strong experience and track records before the TTAB, as well as the courts.

Examples include PepsiCo enlisting Baker Botts for representation in an opposition before the board, and Banner Witcoff’s handling of over 125 proceedings in 2024.

Individuals that stood out for their experience before this forum include Outstanding-ranked Fross Zelnick partner Allison Strickland Ricketts, who has assisted clients including Peloton, Major League Soccer and Christian Dior before the TTAB.

The Non-Contentious category highlights the firms developing sophisticated approaches to trademark portfolio management and global filing strategies.

In the highest tier for Non-Contentious work, Kilpatrick is acknowledged by its peers as a “top practice” with “a lot of clients”, and its recent key matters include strategy and global clearance programmes for several Sony Interactive Entertainment marks.

Highly Recommended firm Haynes Boone demonstrates the multi-disciplinary approach offered by many top firms via its work for ready-to-drink cocktails maker BuzzBallz, using trademarks (including a 3D mark), trade dress and patents to holistically protect the company’s non-traditional products.

Teams to watch in 2026 include Davis Wright Tremaine, which has been expanding across both US coasts and brought in a trio from Dechert in 2025 including Glenn Gundersen and Gayle Denman.

Preeminent Kirkland & Ellis trial lawyer Dale Cendali “deserves to be in the Outstanding tier”, says an industry counterpart, with commentators suggesting the emergence of the next generation of the team’s leadership may be due in coming years.

It also remains to be seen how McDermott, Will & Emery’s merger with Schulte Roth & Zabel will play out for its trademark practice.

WIPR’s USA Trademarks Rankings for 2025 was compiled for the first time by research analyst Anita Kooij, who joined the team in March and will be the contact for trademarks rankings across all jurisdictions from now on.

The WIPR Rankings team is currently researching the US Trade Secrets and US Patents Rankings. 

For more information/to be considered for inclusion, please contact rankings editor Baron Armah-Kwantreng at barmah-kwantreng@worldipreview.com

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