Elizabeth “Liz” Linford takes a genuine interest in every client as a Partner at Merchant & Gould’s Los Angeles office. She cares about her clients’ products and services and uses her 20+ years of experience to help clients protect their unique trademarks and brands spanning a wide variety of industries.
Invested in Client Brands
Liz has always greatly enjoyed the areas of marketing and branding and infuses that passion into her work as a trademark attorney. Many clients come to her concerned about third-party infringement. In response, Liz utilizes her experience and legal know-how to enforce, protect and maintain their intellectual property rights worldwide.
Liz’s key areas of practice are focused on prosecution and defense of TTAB proceedings, trademark counseling, global IP portfolio strategy, and licensing of intellectual property rights. She serves clients within the US and around the globe in the cosmetics, apparel, technology, construction, engineering, restaurant, food and beverage, and entertainment industries.
Providing Clients With a Personable Experience
Providing a personable and comfortable experience for all of her clients and investing in building strong relationships is important to Liz. She cares about each client’s products and services and their related branding, and is always available to discuss a client’s special needs and concerns.
She is dedicated to helping clients protect their rights against infringement while also helping them steer clear from infringing upon others. Liz guides each client with thoughtfulness and precision while ensuring their experience is as accessible and straightforward as possible.
Experienced in Trademark and Digital Brands
Prior to joining Merchant & Gould, Liz was Head of the Trademark Department and Digital Brands Department at the international law firm of Ladas & Parry LLP in Los Angeles, where she began as an Associate in 2004 and was named Partner in 2012.
Liz is highly accomplished in all matters relating to trademarks and brand protection. For over 20 years, she has counseled clients comprehensively in relation to contentious proceedings relating to trademark, copyright and trade dress infringement, negotiating the acquisition and licensing of trademarks and other intellectual property, and worldwide strategic trademark IP portfolio development, management and protection.
After attending California State University where she received her Bachelor of Science degree, cum laude, in Business Administration, Liz earned her Juris Doctor from McGeorge School of Law, University of the Pacific.
Liz’s legal skills have been recognized over the years by her peers, having been included in Managing IP Magazine’s IP Star list from 2013 to 2022, as well as being recognized as one of the Top 250 Women in IP from 2013 to 2020.
In her spare time, Liz enjoys traveling, gardening, cooking, tennis, attending concerts, and hiking throughout beautiful California.