The pollees were obviously not audiophiles. Dolby is not a hardware brand but a software brand. Seeing how the premium brands are down the line, it makes sense they are unknown to them since they would be hard pressed to pay above $20 for a set of speakers.
Click the link. Brand recognition was another chart. This is what consumers perceive as "premium" brands. More in context this is the sort of thing auto makers look at when considering who's name to put on the upgraded factory sound system, though I'd imagine other consumer electronics manufacturers might consider this if they wanted to sell a sound bar with a TV or that sort of thing.
