There is no peckel other than a shem ra. If a person has lived his entire life byashrus and never did anything to be embarrassed about, he is among the most fortunate in the world.
However, if the NY Post comes knocking at the door and he finds his name on the front pages the next day, that is truly a peckel. A total embarrassment to oneself, one’s parents and one’s family. This is probably why Bernard Madoff’s son decided to end his life so tragically.
A shem tov is something nobody can take away from you, and you have complete control over it. No circumstances can erase it, and no hardship can ruin it. One should guard it with all his might, since the only one that can destroy it is the owner. It is the most valuable thing one has.