It has nothing to do with their “branding”, at least not in the pejorative sense you are using it.
The original AirPods were and remain amazing. They connect quickly. The sound is fantastic. They are comfortable, light weight and have tremendous battery life. The carrying case and battery pack was clever and innovative. Like most of Apple’s successful designs, the Airpods have become the standard design language for the product class.
That they easily let in ambient noise is a huge benefit too, unless you like being completely sealed off from the world. I often forget I’m wearing them.
if you can point me to a similar product — that was available in 2016, that isn’t a complete airpods ripoff, that comes in at a similar price point, and that functions as well or better than AirPods— please let me know.