All else being equal, better quality glass will give you a brighter image than worse quality glass.
All else being equal, better lens coatings will give you a brighter image than worse quality coatings.
All else being equal, lower magnification will give you a brighter image than higher magnification, up to a point.
All else being equal, a larger objective lens will give you a brighter image than a smaller objective lens, up to a point.
In the latter two cases "up to a point" will be the size of the exit pupil which is basically the size of the image being projected to the user's eye. The exit pupil is determined by dividing the objective lens size by the magnification, e.g. 50mm lens divided by 7x magnification equals approx 7mm of exit pupil. As a young adult the largest dilation of the dark adapted human pupil will be approx 7mm, and it gets worse (smaller) as we get older, with about 5mm being pretty good for a middle-aged person. If your scope is producing an exit pupil larger than your pupil dilates, it is a brighter picture, but the excess is wasted on you. (A larger objective lens may still be worth having to increase the field of view, but extra "light gathering" can become irrelevant.)
(So, now that I am 50, a 7x35 bino with its 5mm exit pupil will seem as bright to me as a 7x50 with the same quality glass and coatings, but if I had the same two binos to compare when I was 20 I ought to have been able to see the 7x50 was brighter because of its larger exit pupil.)