I’ve not got any personal loyalty to any one brand, but I have had good experiences with the following brand names:
Western Digital has been the most continuously reliable over my 15 years of building computer systems for home and office computing. I’ve replaced more Samsung drives than any other brand I’ve used. I usually check the Mean Time Between Failures rating (MTBF) on the package, or the literature. MTBF is rated in thousands of hours and more hours (longer time) is better. Always keep your warranty because drives can and do fail before the MTBF. All drives have an MTBF, including internal drives.