Best Brand 2026: Interview Samsung (Best Experience)

Samsung won the Best Brand Award for the category "Best Experience Brand"!

As every year, the Best Brands Awards feature a special category. In 2026, this category is “Best Experience Brand”, the brand that creates positive and memorable moments of connection with its consumers, both online and offline. This year, Samsung has been elected Best Experience Brand.  

Being named Best Experience Brand means delivering meaningful moments beyond the product itself. How does Samsung design experiences that feel consistent and seamless across physical touchpoints, digital platforms and in-home usage?  

Our teams work closely together to carefully select a targeted number of messages and deploy them across various channels. While the execution may vary per touchpoint, the core message always remainsthe same. We achieve this through strong internal alignment and by collaborating with partners who consistently translate this message across their own channels. 

In an era where consumers expect brands to be present ‘anytime, anywhere’, what do you believe makes an experience truly memorable and how does Samsung measure the emotional impact of the experiences it creates?  

Consumers are flooded with thousands of marketing stimuli every day. To stand out, you have to be relevant. That is why we continuously monitor trends and respond to them quickly. Through our dashboards, we measure the impact on both brand and product per channel, allowing us to dynamically adjust campaigns to achieve maximum impact. 

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 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.