SB 1.1 - The power of Kṛṣṇa's names
Living beings who are entangled in birth and death can be freed immediately by even unconsciously (vivaśaḥ) chanting the holy name of Kṛṣṇa, which is feared by fear personified. This indicates that the name of Kṛṣṇa is non different from Kṛṣṇa. Everyone is afraid of the rage of the Lord including great asuras like Rāvaṇa, Kaṁsa and the modern day demons. But fear personified is afraid of Kṛṣṇa, and thus one can take advantage of His holy names in the midst of great dangers. Even when chanted unconsciously or by force of circumstances, the name helps one get over the hurdle of birth and death. Since Kṛṣṇa is the origin of all incarnations, all holy names of God actually refer to Kṛṣṇa. Thus Vāsudeva, Dāmodara, Govinda, Keśava and all other names should be understood as names of Śrī Kṛṣṇa. Ajāmila by a single utterance of the Lord’s name erased all fear of the Yamadūtas. It is not surprising that Yama and his messengers tremble at the Lord’s name, since even the form of the Lord known as ‘Great Time’, itself the root of fear, is afraid of Kṛṣṇa’s name.