It's competitors are all just generic spy movies with a brand name. Bond is that, but it has character--iconic elements built up over decades that those other things just can't compete with. Aston Martins, Rolexes and Omegas, Q-branch, the gadgets, M, Moneypenny, vodka martinis, Anthony Sinclair, Brioni, and Tom Ford suits, "Bond, James Bond", even the Bond girls (though that's certainly got its problems), it's just rich. Superficially so, yes, I'll be the first to admit, but these things give it a certain character which differentiates it from the rest of the pack. It's just got style. And it's British, which also makes it stand out from the endless morass of bland CIA slop.