During this pandemic, consumers ( and goverment officials)  all over the world have been affected by Price Gauging, however, price gauging is a practice that can have a negative impact on Trademark owners. 

Personal Protection Equipment manufacturers are filing diverse legal actions against price gougers (showcasing by this action, just how much price gauging can really hurt brands). Some of the claims are related to trademark infringement, unfair competition, trademark dilution and false advertising. Trademark ownerns can use their IP rights to fight price gauging, succesfully protecting consumers, and fighting any damage to their brands. 

Trademark delution is a fairly interesting legal figure which describes acts that can weaken or damage famous trademarks. In price gauging allegations, the general argument is that price gauging can actually damage a coorporations' reputation.