I always find it funny that people think like this. Do you think only struggling companies should strive to grow their brand? Market leaders stay market leaders

I always find it funny that people think like this. Do you think only struggling companies should strive to grow their brand? Market leaders stay market leaders with PR/branding and of course, their products. Products like Coke are internationally recognized but recognition != likeability, which is why they continue to pour in big $$$ in advertising.