"No.1" Branding Strategy

Before 5 years ago, In branding strategy, there was much use about the word "No.1" and people were also giving an importance to those brands. Company was promote their brand like "No.1 brand" and consumers were giving more trust on those No.1 brand. The effectiveness of those brand and its position was also high, nobody could able to beat those brands.

However now a days, company are using the word "No.1" in too much QUANTITY. But company are not measuring the response related No.1 effect. Not only big brand but also small as well as local brand are also using No.1.

Let's see some example of Brand :- No.1 Ranjit smart,+ No.1 Pan bahar, + No. 1 emami fair & handsome, + No.1 godrej soap. + No.1 Colgate, + No. 1 Jivraj tea, + Amul No.1, No.1 Haywords soda, + No.1 Mc dowels, + No.1 Mc donald, + No.1 sikkim manipal university, + No.1 Harpic, + No.1 Olay,+ No.1 Meggi, + No.1 LIC, + No.1 Zandu balm, + + + + + all above are brand wise, you can include many more..........
Even though there are too much fights between News channel (English & Hindi), GEC, Sports, Print media (English or hindi news paper, Magazine), Radio station like No.1 news channel (IBN 7, Aaj tak, India TV, Cnn IBN, CNBC etc.), No.1 GEC (Star plus, Colors, Zee tv etc.), No.1 Daily news paper (Dainik bhaskar, TOI, The telegraph, Gujarat samachar, Anand bazar patrika, Sakal , Lokmat etc.), No.1 Radio station (Radio mirchi, my fm, radio city, radio one, fever fm, big 92.7 fm, Red fm 93.5 etc). All above mentione are shown their weekly graph in various busniess website, news paper etc, 
My question is only that, are they getting good response by showing No.1 graph. I agreed with that graph should definitely shown for industry or client. But, People (Rural & Urban) are very much aware about each and every brand and its quality. So that no need to show the word "No.1". And it will not give much effect as compared to 5 years ago, because highly competitive market is increase day by day.

Conclusion is that Only Quality Brand will give you No.1 itself. "FEEL LIKE NO.1"