Illustration: Luo Xuan/GT

An impressive name of a brand plays a big role in attracting consumers. Business owners normally exert all their energy to come up with an eye-catching name for their products. The Economic Daily reported on Monday that some companies are applying for trademarks related to the novel coronavirus epidemic, in an attempt to catch people's attention and boost sales. Some trademarks related to the Huoshenshan or Leishenshan hospitals, the two emergency hospitals in Wuhan that were famously constructed in 10 days in response to the outbreak. A company even tried to register the name of its drug as "Novel coronavirus lucky star." The outbreak is still casting a shadow over China. It is immoral and unacceptable that some companies have taken advantage of this national crisis. Most people are capable of distinguishing between right and wrong. It could turn out that instead of achieving increased sales, these companies will end up losing the faith of their customers.