Eric Zeman at InformationWeek takes a look at two recent surveys and comes away concluding that BlackBerry 10 has a “U.S. image problem.” An MKM survey of 1,500 Americans found that 82.6 percent of respondents were aware that BlackBerry 10 had even launched in the last few months, Zeman notes, and 68 percent said they were neither interested in or curious about the platform. And a Raymond James survey found that 71.4 percent of respondents said they didn’t want to buy a BlackBerry gadget.

As damning as those numbers may seem, though, both surveys showed signs of hope for BlackBerry — and any other operating system hoping to break through. Nearly one-third of respondents in the Raymond James survey said they weren’t interested in buying an Android device, and about 20 percent had no interest in iOS. And 44.5 percent of those polled by MKM said they didn’t know what kind of smartphone they wanted to buy next.

But I think both polls may be focusing too much on OS brands that many users don’t really care much about. It’s true that Apple has created tremendous brand awareness, but I know many iPhone and iPad owners who don’t know or care that those gadgets run iOS. And while Android has built a solid brand — thanks largely to Verizon Wireless’s deep pockets — consumers actually seem more attached to Android device manufacturers than to the OS itself.

BlackBerry clearly faces a huge challenge in shedding its image as an antiquated line of devices designed exclusively for executives and road warriors. But it shouldn’t lose any sleep over the fact that most users are unaware that it launched something called “BlackBerry 10″ earlier this year.