Nama Article 28th June 2012
The glory of the Divine Names cannot be understood by logic, reasoning or argument.
The name and the state of objects of the world cannot be said to be same. But the Lord and his Name are same. Uttering the word fire does not burn one's tongue. But that's not the case with the Divine name.
Irrespective of the intention with which one chants the Divine names, it purifies him.
Please check these: Excerpts from a discourse by our Sri Sri Muralidhara Swamiji