Brandable domain names are simple, catchy words or phrases that businesses use to build their online identity around. Most of the time they are made-up words like Zynga, Google, Flickr and Orkut.
Brandable domain names can also be made-up phrases like StumbleUpon, NetVibes, Linkedin and Netflix.
When purchasing a domain name, a person or organization will either buy a brandable domain name (as described above) or a keyword-rich domain name, such as BuyDomainNames.com. Search engines like Google value domain names that are keyword rich more than brandable domain names because they semantically understand what to expect on the website, but this may change in the future.