[DonRotolo]

What Leeland1126 said.

But yes, having a relatively successful team helps, if nothing else than by appearing at more venues (e.g., CMP). I know several teams that have a great and unique team theme, carried for years, and makes you think of them whenever you see them...but they've only ever appeared at NJ, so even teams in Philly (under an hour south) wouldn't "recognize" them.

So, like many things in life, it is a combination of a brand and awareness.