BNB token had strong community support from the very beginning in 2017, since Binance itself is the largest exchange by the transaction volume per day. Previously, it gave users additional discounts while paying commissions for transactions on the exchange. But with the launch of Binance Chain and migration BNB from Ethereum blockchain to Binance own one, the growth can become even faster.
Also, lets not forget that BNB also benefits heavily from every single IEO listing on Binance. Binance also hosts a lot of competitions where the users with the most trading volume of BNB receive free coins.
As long as Binance is able to keep its position as the leading exchange. BNB will always grow in price.
I would say it is a solid investment, and I have been considering buying a bit to HODL myself.