Sri Harinam Mahamantra (pdf)

The name of God is directly the form, svarupa of God. Krsna has filled His names with His sweet form, His sweet pastimes and all of His potencies. God is the possessor of His name and is called nami. Although He, nami and His name, nama, are nondifferent, in certain circumstances, the mercy of nama brahma, His Name, exceeds that of nami brahma. By His causeless mercy Sri Krsna appears in the form of nama to deliver the conditioned souls.