Samus is quite probably a case where her design is more recognizable than Lara but her name isn't.
What I am certain about is that the reboot games have not kept Lara Croft in the minds of non-gamers. She won because it was a British poll, but the ones voting for her probably haven't played a video game in 20 years if ever. The ones that do play games are the ones voting for Shadowheart and Astarion.
"One toot on this whistle will take you to a far away land."
-Toad, SMB3