How do you know that the Samsung is any brighter than the Phillips or LG?
When TV's are on display in a store they are set to a 'store mode' which is a setting that is designed to make the TV look ultra bright/sharp and super color saturated (makes them look better against their competition)... a mode that you would not want to use at home.
HDR is essential but Dolby Vision is just an enhanced form of HDR.
Kinda funny really, because most folks get the TV home, find a color preset that works for them and leave it at that.
A ton of digital processing (that defaults to 'on' for almost every preset) typically makes the picture awful and often leads to the 'soap opera effect', but folks don't even notice.
Few people actually go to the trouble of getting their nice new TV 'calibrated' under the lighting conditions and in the room and that they are actually watching the set in.
Some electronics retailers offer calibration services, but due to the cost, these are usually only taken advantage of by folks who buy high end TV's. However, there are ways to calibrate even a budget TV yourself so that you can get the best possible from the picture.