Dubai Police Achieves Recognition As The World's Strongest Police Brand With AAA+ Rating
Dubai Police has been recognised as the world's most reputable police force by Brand Finance. They topped the Institutional Brand Value Index, receiving a AAA+ rating and scoring 9.2 out of 10. This ranking was based on a study across 10 countries, involving feedback from over 8,000 stakeholders. The evaluation focused on professionalism, integrity, effectiveness, fairness, and transparency.
The study highlighted Dubai Police's strong community trust and ethical conduct. Their clear communication, innovative service delivery, and positive media presence have significantly contributed to their global reputation. The force's efforts have also enhanced the UAE’s and Dubai’s soft power, with a brand value of AED57.9 billion ($15.8 billion) out of a national total of AED4.48 trillion ($1.2 trillion).
Dubai Police surpassed other leading global police forces in all 11 reputation criteria. They scored above average in areas such as fair treatment (57%), commitment (60%), safety assurance (67%), ethical conduct (59%), professional engagement (62%), effective duty performance (64%), social media presence (57%), transparent communication (51%), crime prevention innovation (54%), modernity (54%), and operational field presence (63%).
Lieutenant General Abdulla Khalifa Al Marri expressed gratitude to President His Highness Sheikh Mohamed bin Zayed Al Nahyan and His Highness Sheikh Mohammed bin Rashid Al Maktoum for their support and 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," said Al Marri.
Al Marri attributed their global leadership in police branding to visionary leadership and a pursuit of excellence. He noted that Dubai Police has evolved into an intelligent policing model using advanced technologies and AI. Strategic initiatives like Smart Police Stations, the UAE SWAT Challenge, community events, e-sports tournaments, and the ‘Esaad’ programme have bolstered their global profile.
David Haigh, CEO & Chairman of Brand Finance, commented on the importance of perceptions in driving behaviour: "Perceptions drive behaviour. The Brand Finance Global Soft Power Index is the world's largest study of soft power perceptions." This research aids policymakers in developing strategies.
Impact on Soft Power Perception
Brand Finance used existing data on Dubai’s City perceptions and UAE’s Soft Power as a baseline for their research. They conducted bespoke market research similar to the Global Soft Power Index to assess Dubai Police's contribution to UAE’s 2025 performance in the Index.
The organisation's brand strength was calculated using a balanced scorecard from primary studies among the public in 10 markets with over 8,000 respondents.
This recognition underscores Dubai Police's role beyond law enforcement; they are strategic partners in building a secure society.
With inputs from WAM
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