名牌无疑会给其拥有者带来滚滚财源。然而，创名牌难，守名牌也难。中外企业发展史上，许多著名品牌由于种种原因而失却了往日的声誉，企业甚至从此一密不振。导致名牌败走“麦城”的原因，有些来自外部环境，但更主要的是企业自身因素。一忌宣传失度有两种倾向值得注意：一是 Brand names will undoubtedly bring financial resources to their owners. However, it is difficult to create a famous brand and it is difficult to keep a brand name. In the history of the development of Chinese and foreign companies, many famous brands have lost their past reputation due to various reasons, and companies have even lost their strength. Some of the reasons leading to the loss of famous brands “McCity” are from the external environment, but more importantly, the company itself. There are two tendencies in a taboo publicity misadjustment: