Why Are Some Domain Names Worth More To Advertisers Of Brands Than Others?

Domain name values are dependent on several factors:
1. Keywords- Some names will list higher on search engines then other names simply based on the keywords being used. A name that matches the exact search phrase or keywords being targeted will generally rank higher in search results then a name that is totally unrelated to the search results.
2. Comparable sales figures- Just like with brick and mortar real estate, virtual real estate or domain name prices may be affected by what a similar name down the street sold for. If you are selling AntiqueJoint.com the it would make sense to value the name based off of what AntiquePlace.com sold for.
3. Traffic- Some companies will pay for the type-in traffic that a domain name already achieves then they will re-direct the traffic to their main site. Again this is beneficial if the type-in name is related to the search terms that are being targeted.
I hope this helps!!