A perfect brand beats everything in SEO due to Google is hammering manipulation practices and that is what you are attempting here.
SEO and brand building are connected but quite separate. SEO is about ranking. Brand is about value associations. I can build a "brand that ranks" but that begs the question. I may rank a newly created/launched "brand" . . but . . . "what else you got?".
Setting aside ^that^ idea let's talk about "new brands", because that's what I think we're talking about in this thread - in the direction it's now heading.
New brands face issues of atomization and scarcity of attention due to atomization of inbound information channels: search, social media, apps, streaming media, surfing, email, traditional media, etc. While "search engine" optimization remains important SEO is likely a concern of diminishing importance. I would not overweight SEO's importance in my business's sustainability planning. Indeed, it's often argued that defensible traffic - traffic not subject to the caprices of the SERPs, is the ONLY viable sustainability plan. But . . . that's another can of worms to dig in to.
In the context of new brands competing for attention, to begin to establish their brand, I suggest the trend is for brand builders to shift attention from search engine optimization to discovery + recall optimization. Why? Because in 2015 there are far more channels than search that today lead to being discovered / revealed as a "brand new brand".
In the context of discovery AND recall, in the attention economy, one impediment to discovery and recall that can be dimished or removed, is "brand (name) -> value (utility, etc) connection". How? By using a name that is "already known". However, relying on "name alone" will not - but can be - the end of the all important Cluetrain Manifesto dialogue. "So, (says the new visitor) I see you've got a great, memorable web address. What else you got?".
What you do with a "built in brand" (Cars.com, Loans.tld, Mortgage.tld) - the association between (corporate generated) value+values & "their naming" - is a separate issue. That's a matter of building and offering value. The distinction is "brand name" versus "brand".
In the era when ALL businesses are coming to grips with the reality that "brand is what others SAY about you (your . . cough . . brand), NOT what you (the brand) says about itself" - your proposition of building "the perfect brand" is . . . one helluva notion. Do tell. How DO you do that? :-/, :p & ;)
As an aside, Aaron Wall / SEOBook has spoken at length about the roll of brands in G's SERPs.