Most popular player isnt Vince or Kobe..... Its AI... most jerseys sold most shoes sold and the bad boy image make him easily the most marketable player in the league now... TMAC is a bad ass but AI will always be on top in terms of marketability.
Kobe's actually more marketable in terms of endorsements outside of shoes/jerseys. (No way Disneyland wants AI in a commercial). Don't forget that although not the most popular, Kobe's jersey was still up there in terms of total number sold, a feat not easy to accomplish when 3 other jerseys from the same city are in the top 10 (Miles, Odom, Shaq).
