Binance Company has totally 4 crypto projects whuch are running in the market, but all binance projects has high power in the market and thats why thy are all having best ranks in the market, Those projects are> Binance Exchange, Binance US, Binance Coin (BNB), Binance USD (BUSD) and their ranking in the market are as the following.
Binance Exchange:

Binance exchange is the world most leading cryptocurrency exchange which ranked #1 amoung all exchanges in the world that provides a platform for trading various cryptocurrencies. Binance founded in 2017 by chinese businessman Changpeng Zhao which located in malta, you can start trading on binance here Binance.com to use very unique features and discounts from BNB holdings.
Binance US:
Binance US are similar to Binance Exchange, but Binance US was dedicated to US people people only because the USA people cannot be allowed to use services outside the USA which has no benefits to their government, so that's why the Binance cooparation because it is worldwide, so that's why it were decided to create the Binance US exchange project in order to take the binance market all over the world, and this exchange is ranked #9 among all crypto exchanges in the world.

Binance Coin (BNB)
Binance Coin is the cryptocurrency project which are ranked #7 in the cryptocurrencies list on coinmarketcap, the coin was launched with the price below $0.2, but at the moment the coin is worth more than $100+ in the market, so that's its rises that's much only within 3 years, so that's those who were bought more than 1000 BNB in 2017, they are new richest at the moment.

Binance USD (BUSD):
The BUSD are the official binance stable coin which are ranked #40 in the cryptocurrencies list and ranked #3 in stable coins list. The aim of Binance USD is to be used in trading pairs instead of fiat currency and the price of BUSD is tethering to USD, so thats this coin has no any possibility to rise more than $1 it will always playing around $1.

This is how binance are successful with its variously projects, give your comment on this.