There are many different parameters which affect brightness. I use a combination of them. Too much of any one setting might not look good. Too much CRT brightness results in a harsh washed out and burnt look when the whites and brighter colours start to clip. You can use the 240p test suite to calibrate your colours and brightness levels.
I like to use several different games.
I do things in a very unorthodox and unscientific way. I trust my eyes, memory and my taste to get things dialed in the way I want them to look.
Perhaps @Nesguy, @Duimon, @HyperspaceMadness, @guest.r or @sonkun might be able to give you some additional insight as to how they go about getting things setup the way they want.