i feel you. even in terms of branding "THE INCREDIBLE HULK" is a stronger brand and even the FONT used for incredible hulk is iconic...i mean wolverine was introduced IN an incredible hulk book for a reason.
hulk feels like a top 5
i would say
spiderman
wolverine
hulk
DD
They haven't found a way to keep telling great Hulk stories though and that's the difference. Look at the top 4 and even top 5 to include Jean: Each of those characters have had very good stories told over the past decade whether it be Superior Spider-Man, No one Dies, Shadowland, the recent Daredevil Run by Waid, All New X Men, Winter Soldier, Civil War, Schism, the recent X-Force run etc...Hulk hasn't had a great arc lately or at least a landmark heralded arc since World War Hulk and I can't recall the last time I heard someone mention that unless it was in relation to a movie