Best Brand 2026: Interview Samsung (IT Peripherals)

Samsung won the Best Brand Award for the category "Best IT Peripherals Brand"!

When people think of peripherals, they often focus on specs. What do you think Samsung does that turns a ‘useful device’ into something people actually feel attached to? 

At Samsung, we start with the user, not the technology. We design products that work intuitively, integrate beautifully into daily life, and connect seamlessly with other devices. By combining design, ease of use, and smart ecosystems, our products become more than just functional, they become personal and familiar.

Peripherals are increasingly part of an ecosystem. How do you balance ‘works seamlessly with everything’ versus ‘creates a distinctive Samsung experience’ and where do you draw the line? 

Open compatibility is essential, but at the same time, we want to offer clear added value within the Samsung ecosystem. That is why we ensure our products are versatile and widely compatible, while offering extra smart AI features and experiences within the Samsung Galaxy range. In addition, we prioritize safety and privacy, protecting our open ecosystem with Samsung Knox, our own multi-layered security platform.

If you had to choose one moment that defines trust in your category (setup, first week of use, customer support, durability) where is Samsung winning, and how do you measure it? 

For us, trust is primarily built during the first user experience. A quick, simple setup and immediate added value determine whether someone gets off to a positive start. We measure this through user satisfaction, reviews, and engagement within our ecosystem.

Insights from Francesco Cacamese, Strategic Director at Serviceplan Group Belux

Samsung has positioned itself as the tech brand that delivers cutting-edge innovation accessible to mainstream consumers. In peripherals, the brand brings the same commitment to quality and design that characterizes its broader tech portfolio. Samsung's reputation for reliability and performance makes consumers confident in choosing their products for both work and leisure. The brand's ecosystem approach, where peripherals integrate seamlessly with other devices, creates compelling value beyond individual product quality. Samsung represents technology that works dependably while offering features and performance that grow with consumer needs.