A99 - ASMAA UL HUSNA
"Say (O Muhammad): Call upon Allah or call upon the Merciful, whichever you call upon, He has the best of names..." 17:110
The word Allah in the Qur'an is the name of the essence of His 99 beautiful names and the qualities like Merciful, Kind, Knowing....
Whatever little information the human being can get about Allah can only be acquired through His names. Otherwise, we have no access. Our whole world in essence is a name of Allah because nothing which exists can come into existence automatically. These qualities and Names are therefore an infra-structure for human akhlaq because in Islam, the human being is the representative of Allah.
The Prophet (SAW) has said: "Adopt the akhlaq of Allah."
In the same way, in order to arrive at the ideal society of the Qur'an, we must build our society with the Divine Qualities.