https://www.entrepreneur.com/article/346295

When people interested in business see the word “unicorn,” companies like Uber, Airbnb and SpaceX come to mind. Those brands are constantly in the news, and their valuations are astronomical. But for every flashy unicorn startup that becomes a household name, there are dozens more that stay relatively unknown to people outside their industries. 

To better understand how people think about billion-dollar companies, McGuffin Creative Group surveyed 4,000 people to determine which unicorns had the highest and lowest brand awareness. Generally, it found that companies with higher valuations had higher brand awareness, but there were some exceptions to that rule. Juul Labs, for example, has a $50 billion valuation and 36 percent brand awareness.