Sri Rupa Goswami quotes Srila Vyasa in regards to the
Holy Name, of Lord Sri Krsna.

 
"Lord Visnu's holy name removes sin, establishes piety, makes one disinterested in the attempt to gain an exalted post like that of Lord Brahma, grants devotion for the lotus feet of the spiritual master, brings transcendental knowledge of Lord Visnu, burns the seed of repeated birth and death, and places the saintly devotee in complete awareness of perfect transcendental bliss.

The holy name of Krsna is transcendentally blissful. It bestows all spiritual benedictions, for it is Krsna Himself, the reservoir of all pleasure. Krsna's name is complete, and it is the form of all transcendental mellows. It is not a material name under any condition, and it is no less powerful than Krsna Himself. Since Krsna's name is not contaminated by the material qualities, there is no question of its being involved with maya. Krsna's name is always liberated and spiritual; it is never conditioned by the laws of material nature. This is because the name of Krsna and Krsna Himself are identical.

Krsna's name is the sweetest of sweet things, the most auspicious of auspicious things, the transcendental fruit of the vine of all Vedic literature. O best of the bhrgus, chanted even once, either with faith or contempt, it delivers the chanter".