Brand names v/s Mirror names

In a post on how to arrive at interesting and weird brand names, Brandnama illustrates some examples of doing so. What struck me about this was how similar the mirror brand names seemed to the original brand name they were a reflection of. The point I'm trying to make is a point I have been grappling with from the moment I started thinking about brand names. Do brand names become visuals in our mind's eye? How good a word looks might have a bearing on how memorable your brand name turns out to be.