Best Brand 2026: Interview Samsung (Screen Technology)

Samsung won the Best Brand Award for the category "Best Screen Technology Brand"!

This award is based on what Belgian households feel and think about brands. What do you believe is the emotional ‘signature’ of Samsung TVs today and how do you intentionally design for that feeling?  

Samsung TVs are all about experience and connection. People feel they are bringing more than just a screen into their homes: it’s a source of relaxation, entertainment, and shared moments. We deliberately design with that feeling in mind, combining stunning picture and sound with intuitive controls and a design that fits any interior. 

Samsung TVs represent trust, quality, and innovation that you experience every day. The fact that we have been market leaders for 20 years is proof of that. We don’t just design picture quality; we design the total viewing experience. 

Premium screen tech can be hard to ‘prove’ in a shop or on a website. How do you translate complex innovation (AI upscaling, panel technology, gaming features) into benefits people instantly understand?  

We always start with the user's experience: sharper images, smoother motion, better sound, and greater ease of use. Instead of using technical jargon, we explain the concrete benefits, such as 'better viewing for sports,' 'realistic movies,' or 'faster gaming without lag.' We make innovation recognizable and relevant. 

Furthermore, users can interact with their TV in a natural way thanks to Vision AI Companion, our advanced conversational AI service. By using Bixby or the AI button on your remote, you get smart search results for everything on the screen, content recommendations, and access to Smart Hub services. Vision AI Companion also supports multiple languages and features like Live Translate, allowing you to enjoy content in other languages. 

Belgium is a small but very diverse market (languages, viewing habits, housing sizes). How does that shape your product mix, partnerships, or communication compared to a ‘one-size-fits-all’ approach?  

That diversity requires a local approach. We tailor our product range to different living spaces and usage situations, work with local partners, and ensure communication is provided in the right language and context. This allows us to remain relevant to various target groups within a single market. 

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.

Samsung has also established itself as the television brand where innovation, picture quality, and technology leadership combine seamlessly. The brand's commitment to advancing display technology, from refresh rates to color accuracy to brightness, sets the standard consumers expect. Samsung televisions deliver the visual experience that makes entertainment genuinely better, whether watching films, sports, or gaming. The brand's smart TV features integrate naturally with modern households and connected devices. For consumers who care about how their television performs, Samsung represents the choice to invest in display technology that continuously pushes what's possible.