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When interested people see the word ” unicorn, ” companies like Uber, Airbnb and SpaceX come to mind. Those brands are constantly in the news because they have valuations are astronomical. But for every striking unicorn startup that becomes a household name, there are dozens more that remain relatively unknown to people outside their industries.
To better understand how people think about billions of dollars, McGuffin Creative Group surveyed four thousand people to determine which unicorns had more and less knowledge of the brand. Overall, the survey found that companies with higher ratings were more famous, but there were some exceptions to that rule. Juul Labs , for example, has a valuation of 50 billion dollars, but “only” 36 percent of brand recognition.
But among the brands that obtained less than 10 percent knowledge, there were some interesting conclusions. People living in big cities are likely to know more about Sweetgreen and Bird Rides than the average entrepreneur. Beauty addicts will probably be surprised at how few people they knew about the value of Pat McGrath Labs . Here is a breakdown of the lowest results of the study.
And which brands performed better? Reddit, Airbnb and Buzzfeed were the three main companies on the list. Each has a brand awareness of more than 70 percent. In the graph below you can see the brands that eclipsed their competitors.