Penfolds has finally registered its Penfolds/Ben Fu trademark in China
Australian wine brand Penfolds has finally registered its Penfolds brand name in China. The Ben Fu trade mark has taken Penfolds 25 years to be registered.
Penfolds' problems are a well-documented list of branding errors made by Penfolds back in 1995, when it allowed its importer to register Ben Fu, the brand name for Penfolds, in China. After the importer ceased trading with Penfolds, the brand went into limbo, with Penfolds struggling to get control of the trademark for nearly 25 years and at the same time, not being able to prosecute copy cats and counterfeiters.