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.
In the current global pandemic, price gouging of essential items such as PPE could seriously damage the reputation of the owner of the trademark branded on such products, by associating them with such activity in the mind of the consumer. Where, however, it is clear to the target market that the price gouger is a reseller acting independently of the trademark owner, and with no affiliation to it, there is unlikely to be a case to be made out.