These are the seven most important laws of naming though we have a host of other, less important laws that we also consider. You can find a full description of our seven laws elsewhere on this website in our article titled, The Magic of Seven. There are many intangibles in a brand name that can make it good. A sense of familiarity. It seems familiar to me whether I've seen it before or not.
Familiarity is one of the most important concepts there is underpinning the value of a brand name.
Its central meaning is easy to understand. It suits how I see myself and how other people see me in our society. Mana or Potency. It has a certain intangible something that makes it powerful and I feel I'll be improved in some way by having this. When I see it again I will know what it represents and I won't have to stop and work out from where I know it.