Dubai Police is acknowledged as the most reputable police force worldwide, as revealed in a recent study by U.K. marketing consultant firm Brand Finance. The agency has been ranked as the strongest police brand on a global scale, leading the Institutional Brand Value Index released by Brand Finance. The force achieved a AAA+ rating and an overall score of 9.2 out of 10 following an extensive comparative analysis conducted across 10 countries, gathering insights from over 8,000 stakeholders and relevant entities.
The evaluation assessed public perception based on professionalism, integrity, effectiveness, fairness, and transparency, showcasing the strong community trust and ethical conduct associated with Dubai Police. The force’s clear communication, innovative service delivery, and favorable media presence significantly contribute to its exceptional global reputation, Emirates News Agency (WAM) reported.
Furthermore, the assessment highlighted the force’s role in enhancing the UAE’s and Dubai’s soft power, boasting a brand value of AED57.9 billion ($15.8 billion), which is part of a total national brand value of AED4.48 trillion ($1.2 trillion), according to Brand Finance’s National Brand Report.
Dubai Police surpassed leading global police forces across all 11 reputation criteria, achieving scores considerably above the global average in critical areas such as fair treatment of all individuals (57 percent), commitment and integrity (60 percent), safety and security assurance (67 percent), ethical conduct (59 percent), professional engagement (62 percent), effective duty performance (64 percent), positive presence on social media platforms (57 percent), transparent and effective communication (51 percent), innovation in crime prevention (54 percent), modernity and progressive development (54 percent), and strong operational field presence (63 percent).
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Commitment to public safety
Lieutenant General Abdulla Khalifa Al Marri, commander-in-chief of Dubai Police, expressed deep gratitude to President His Highness Sheikh Mohamed bin Zayed Al Nahyan, as well as His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, for their steadfast support and strategic guidance.
“This recognition reflects the trust placed in police institutions across the UAE and highlights Dubai Police’s commitment to public safety, wellbeing, and quality of life,” stated Al Marri. “Our rise to global leadership in police branding is the result of visionary leadership and an unwavering pursuit of excellence. Dubai Police has transformed from traditional structures to a forward-thinking, intelligent, and sustainable policing model, incorporating advanced technologies and artificial intelligence.”
Al Marri also highlighted several strategic initiatives that have bolstered the force’s global profile, including Smart Police Stations (SPS), the UAE SWAT Challenge, community engagement events, e-sports tournaments, and the ‘Esaad’ program. “Dubai Police is more than a law enforcement entity; it is a strategic partner in building a secure, advanced, and sustainable society,” he added.
Assessing brand strength
David Haigh, CEO & chairman of Brand Finance, remarked: “Perceptions drive behavior. The Brand Finance Global Soft Power Index is the world’s largest study of soft power perceptions, and this research is proving extremely helpful to government policymakers and destination marketing organizaftions, to develop their policies and campaigns.
Brand Finance utilized pre-existing data for Dubai’s City perceptions and UAE’s Soft Power as a baseline, based on the annual City Index and Global Soft Power Index respectively. Subsequently, Brand Finance conducted tailored market research similar to the Global Soft Power Index to calculate the contribution of Dubai Police to the UAE’s and Dubai’s 2025 performance in the Index. The Brand Strength for the organization was determined based on a balanced scorecard of metrics derived from a primary study involving the public in 10 markets, with over 8,000 respondents in total.
