The basic answer is that brandable names are difficult to monetize, unless they have been previously registered then you can check archive.org, whois history etc and analyze residual traffic to determine where visitors are coming from, and what they may be looking for.
If it's a made-up word with no history usually it will get little or no traffic anyway. I wouldn't waste too much time optimizing domains with 10 monthly UVs
It is worth having a few in your portfolio for development/end user sales but if your portfolio is too heavy on brandable you will have cash flow problems (little PPC revenue, too few sales etc).