They honestly look brighter. But this'll be due to the colour of the light and how it reflects off the road/signs. I suspect that the lower colour temps of the standard halogens and xenons lead to lower amounts of light reflected back from the surface they strike. This gives the cool blue the impression of more light.
I am intrigued by your experience, but this cannot be the reason. Remember that the blue filter is not adding anything to the light output. Any blue light coming out of the Cool Blues is also present in the unfiltered light of standard or better bulbs. Standard bulbs will not cause less light to be reflected from surfaces; they will cause more light to be reflected.
As I see it there are two possibilities for the subjective impression that the blue bulbs are brighter. Either there is something about blue light that makes it seem brighter to our eyes or there is something about our eyes' response to blue light (or the absence of other colours) that makes them more sensitive overall. In the former case, we would have the impression of increased brightness but would actually be able to see less. In the latter case, it is possible that we could see more, but our increased sensitivity would still be counteracted by the fact that there was less light.
My limited understanding of the issue suggests that for a couple of reasons (concerning the physics of light and the mechanics of vision) bluer light is subjectively associated with glare -- remember those gimmicky Blu-blocker and Eagle-eye sunglasses. So in fact the former is the case: the blue light seems brighter but because there is less light we actually see less.
The Narva's have a much thicker blue coat on them, which I suspect is the reason I found them to be under performers.
This doesn't surprise me -- there is a bit of BS on the Narva website. They claim the Blue bulbs are 'brighter' than standard but show only higher colour temperature, not higher output. In fact they are dimmer. (It is possible for blue bulbs to be brighter than standard, if they have xenon in them, but they will always be dimmer than the same bulb without the blue filter.)
Philips-Osram are somehow related to Hella... But I don't know the actual link, but I think that Hella bulbs are made by Philips (??).
Yes. My recollection is also that the Hella Xenon bulbs I've seen are made by Philips. But the specificities of OE manufacture are twisted and mysterious. I did some checking on the web and as far as I can tell Hella, Philips and Osram are separate, rival companies. Narva is owned by Philips. Nonetheless, I think my Narva bulbs are made by Osram.