Company Profile

Our Team.

Gershoni & Co. is built around a small, purposefully assembled team of IP specialists. Every attorney at the firm has dedicated their practice exclusively to intellectual property — bringing depth, focus, and direct accountability to every matter we handle.

With You Every Step of the Way

The team covers the full spectrum of IP work: portfolio strategy and prosecution, trademark management and international registration, copyright and technology law, complex litigation before the Israeli courts, enforcement proceedings before the Israel Patent Office and Customs Authority, and IP transactional work. Our clients — whether a multinational brand owner, a foreign law firm, or a technology company entering the Israeli market — work directly with the attorney responsible for their matter throughout.

Trusted Legal Partners

Professionalism and Excellence

Our team combines extensive experience in commercial law with deep understanding of the communications, technology, and media sectors. We provide comprehensive legal solutions for challenges in the digital age, including addressing harmful online publications, protecting business and personal reputations, and enforcing rights on the internet. Our clients include leading technology and media companies, public figures, and prominent business leaders.

Partnership in Success

We believe in building long-term relationships with our clients based on trust, professionalism, and commitment to their success. The firm emphasizes high availability, ongoing communication, and full transparency throughout all stages of legal proceedings. Our extensive experience, combined with a deep understanding of our clients' needs, allows us to deliver efficient, tailored legal solutions.

Areas of Expertise

The firm specializes in a wide range of areas: copyright, registration and management of intellectual property rights such as patents, trademarks, and designs, defamation, libel, internet law, and privacy protection. We provide legal guidance and representation in both civil and criminal proceedings, with a strong focus on protecting our clients' rights and interests. The firm is a leader in handling defamation and reputation cases, offering prompt and effective responses to harmful publications across all types of media.

Our Leadership

Meet Our Team

Sa'ar Gershoni, Adv., LL.M.

Founder · Managing Attorney · Head of Enforcement & Litigation

20+ years in IP · Civil & Criminal Practice · Supreme Court precedent Sa'ar Gershoni founded Gershoni & Co. in 2009, following several years as a senior attorney in the intellectual property department of one of Israel's largest law firms. Over more than two decades of focused IP practice, he has built a reputation as one of Israel's leading practitioners in trademark enforcement, copyright litigation, parallel importation law, and the intersection of technology and IP. Adv. Gershoni holds a Bachelor of Laws (LL.B.) and a Master of Laws (LL.M.) specializing in Law and Technology, awarded by the Law and Technology Center at the University of Haifa — an academic grounding that informs his practice across digital IP, software, and internet law. He is the author of Parallel Importation: Legal Issues in Israel (2022), a professional treatise on one of Israeli IP law's most commercially significant and contested doctrines. His legal position in this area was accepted by the Israeli Supreme Court, and the book has since been cited in multiple Supreme Court decisions, establishing his standing as the authoritative voice on the subject. Adv. Gershoni advises clients on IP portfolio strategy from company formation through commercialization, licensing, and exit. He leads the firm's enforcement practice — conducting proceedings before the Israel Patent Office, the Israeli courts, and the Israel Customs Authority — including ex parte injunctions, customs recordal and border seizure operations, and criminal IP enforcement in coordination with the Israeli police. He lectures on intellectual property law at Shenkar College and is frequently invited to speak at professional conferences and to comment in the Israeli media on IP developments. He is a member of the Intellectual Property Committee of the Israel Bar Association and a member of INTA — the International Trademark Association. Education — LL.M., Law and Technology — University of Haifa (Law and Technology Center) — LL.B. — University of Haifa Memberships & affiliations — Member, Intellectual Property Committee, Israel Bar Association — Member, International Trademark Association (INTA) — Certified Mediator Practice focus — Trademark prosecution, opposition & cancellation proceedings — Copyright enforcement — civil and criminal — IP litigation before Israeli District and Supreme Courts — Customs enforcement & border seizure (Israel Customs Authority) — Parallel importation — doctrine and enforcement — IP portfolio strategy & licensing — Internet law, defamation & privacy

Raanan Ben-Ishay, Adv., LL.M.

Attorney · IP Litigation Department

15+ years in civil litigation · Supreme Court clerkship · Academic background Raanan Ben-Ishay is the lead litigator within Gershoni & Co.'s IP practice, bringing over 15 years of civil and commercial litigation experience to the firm's enforcement and dispute resolution work. He represents clients before the Israeli District Courts and the Supreme Court in IP disputes spanning trademark infringement, copyright claims, unfair competition, defamation, and privacy matters. Adv. Ben-Ishay began his legal career as a judicial clerk at the Israeli Supreme Court — an experience that sharpened both the analytical precision and the clarity of legal argument that characterise his courtroom work. He subsequently accumulated broad litigation experience across both large commercial law firms and specialist boutique practices, developing expertise in injunction proceedings, complex civil claims, and strategic enforcement. He holds a Bachelor of Laws and a Master of Laws in Business Law, both awarded with distinction from the Interdisciplinary Center Herzliya (now Reichman University), where he also served as a researcher and as a member of the editorial board of the law review. His academic engagement extended further to lecturing at Ariel University, where he taught courses in commercial law — a role that continues to inform the clarity and persuasiveness of his advocacy. Within the firm, Adv. Ben-Ishay manages the full lifecycle of IP litigation matters: from preliminary injunctions and ex parte applications through trial proceedings and appellate work. His background and temperament make him a natural fit for high-stakes, time-sensitive enforcement actions where strategic judgment and procedural command are equally important. Education — LL.M., Business Law (with distinction) — Reichman University (IDC Herzliya) — LL.B. (with distinction) — Reichman University (IDC Herzliya) Experience highlights — Judicial clerk, Israeli Supreme Court — Litigation attorney, major Israeli commercial law firms — Lecturer in commercial law, Ariel University — Researcher & editorial board member, IDC Law Review Practice focus — IP litigation — trademark, copyright, unfair competition — Injunction proceedings & emergency IP relief — Defamation & reputation protection — Privacy and internet law disputes — Appellate advocacy — — —

Avishay Bigman, Adv.

Attorney · Head of Trademark Practice

15+ years in trademarks · INTA member · INTA Opposition Guide author Avishay Bigman heads the trademark practice at Gershoni & Co., bringing over 15 years of specialist experience in trademark prosecution, portfolio management, opposition proceedings, and brand enforcement. He has managed large-scale trademark portfolios for some of Israel’s most prominent brand owners and for significant international clients operating in the Israeli market. Prior to joining Gershoni & Co., Adv. Bigman served as head of the trademark department at one of Israel’s most prominent IP boutiques, where he built deep expertise in multi-jurisdictional trademark strategy. His work spanned trademark clearance and filing programmes across multiple jurisdictions — including international registration under the Madrid Protocol — as well as contentious proceedings before the Israel Patent Office and the Israeli courts. Adv. Bigman is an active member of INTA — the International Trademark Association — and holds an authoritative position within the organisation's knowledge resources: he is the author of the official Israeli chapter of INTA's Opposition Guide, the international reference work on trademark opposition practice across jurisdictions. This contribution reflects both his command of Israeli trademark law and his engagement with international IP practice standards. His practice covers the complete trademark lifecycle: from initial clearance searches and filing strategy through prosecution, watch services, oppositions and cancellation actions, licensing and assignment transactions, and enforcement proceedings. He is experienced in advising international brand owners and foreign law firms on the Israeli trademark system, its prosecution timelines, and the strategic options available to protect and enforce marks in Israel. Education — LL.B., Law and Governance — Reichman University (IDC Herzliya) Memberships & affiliations — Member, Israel Bar Association (admitted 2011) — Member, International Trademark Association (INTA) — Author, INTA Opposition Guide — Israel Chapter (official publication) Practice focus — Trademark prosecution — Israeli and international (Madrid Protocol) — Trademark clearance searches & filing strategy — Opposition and cancellation proceedings before the Israel Patent Office — Brand portfolio management & watching services — Trademark licensing, assignments & IP transactions — Enforcement and cease-and-desist proceedings — Advisory to foreign counsel on Israeli trademark practice