Its not the brand that matters per se. What really makes the difference is the quality of the cables themselves regardless of price. Dinky cables will most likely interfere with the performance of the audio/video gear. It also helps that good quality cables tend to last longer. I've had P25 low quality AV cables with insulation that got brittle, cracked and peeled off after a few years which might have caused a short had I not discovered and replaced them.
Case in point, I bought a cheap stereo RCA cable for my sub before which caused loud humming and popping noises. I replaced that with a better quality but still reasonably priced cable and the popping and humming easily went away. Another case was when I used a USB cable I bought from "da-king" which not only made the sound of my USB-powered DAC sound harsh, its effect was reflected in the loop-back measurements I did while calibrating my DAC for RTA which resulted into a slight "sawtooth" frequency response curve. Turns out the power wires inside the cable were not soldered well. Replaced that with a better USB cable and the FR curve smoothed out. That said, I was glad I did not have replace my sub and DAC finding out the cables were the culprits in causing unsatisfactory performance all along.
The way I see it, no, good cables will not make your AV system look or sound better. Rather, what they're supposed to do is to avoid possible deterioration of the video/audio quality and allow the components to perform as they should: within factory spec. Good quality cables need not be expensive exotics (where diminishing returns and psycho-acoustics usually apply) but reasonably affordable IMO.
One more thing, in my experience, the quality of interconnect cables seem to matter more than speaker wire. I've been using low-cost generic speaker wire wherein the unstripped copper wire actually oxidized green inside the insulation ever since I got started in this hobby and I haven't had any reason to replace them since they have not interfered in anyway with the sound quality of my speakers.
