Srila Rupa Gosvami describes in the Bhakti-rasamrita-sindhu that something is accepted as auspicious if it produces four effects: it can benefit everyone, it can attract everyone, it produces good qualities, and it bestows a superior form of happiness. Because Krishna’s holy name is non-different from Krishna Himself, it produces these four effects.
(LFD, Vol2, Glories of the Holy Name, Pg 79, last paragraph)