I believe there is a yes-and-no answer for this. If Samsung somehow had a unique eco-system, or had some leading designs, I believe people would love to pay for it. However, it has nothing too special in Android Smartphone market, compare to other local Android smartphone brands, its HIGH pricing brings lower value, that's why the share of it is fading away recent years.
I personally believe high quality (both hardware and software) products is the essential drive, like Apple is doing its work well, it's hard to find a substitution for it, thus customers stick to it.
If the core competition of a brand is not high quality, then they could only win on another approach -- lower prices (like Vivo, Oppo, Xiaomi).