Yes, ethereum most definitely can. If they manage to scale faster and better, it might end up being the most used coin, and that would drive the price up to the point where it would become the #1 cryptocurrency in terms of market cap.

Bitcoin has the brand advantage, most of the "average joes" that have heard of it have yet to understand of even know that Ethereum exist... But it can't rely solely on this fact for the upcoming 5-10 years.