Dubai Police ranked world’s strongest police brand

Dubai: Dubai Police have been ranked the strongest police brand globally, topping the Institutional Brand Value Index issued by Brand Finance. The force received a AAA+ rating and an overall score of 9.2 out of 10 following a comprehensive comparative study conducted across 10 countries and involving feedback from more than 8,000 stakeholders and relevant entities.

The assessment highlighted Dubai Police’s exceptional performance across all evaluated pillars, including ethics, operational efficiency, transparency, and innovation.

It also underscored the force’s contribution to strengthening the UAE’s and Dubai’s soft power, with a brand value of Dh57.9 billion ($15.8 billion), out of a total national brand value of Dh4.48 trillion ($1.2 trillion), according to Brand Finance’s National Brand Report.

Dubai Police outperformed leading global police forces across all 11 reputation criteria, achieving scores well above the global average in key areas such as fair treatment of all individuals (57 per cent), commitment and integrity (60 per cent), safety and security assurance (67 per cent), ethical conduct (59 per cent), professional engagement (62 per cent), effective duty performance (64 per cent), positive presence on social media platforms (57 per cent), transparent and effective communication (51 per cent), innovation in crime prevention (54 per cent), modernity and progressive development (54 per cent), and strong operational field presence (63 per cent).

These results position Dubai Police as not only an effective law enforcement body, but also a key contributor to soft power and economic value, offering a global model for excellence in policing.

Lieutenant General Abdulla Khalifa Al Marri, Commander-in-Chief of Dubai Police, extended his deepest appreciation to President His Highness Sheikh Mohamed bin Zayed Al Nahyan, and to His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, for their unwavering 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,” said Al Marri. “Our rise to global leadership in police branding is the outcome of visionary leadership and an unwavering pursuit of excellence. Dubai Police has evolved from traditional structures to a forward-thinking, intelligent, and sustainable policing model, integrating advanced technologies and artificial intelligence.”

Al Marri also noted several strategic initiatives that have strengthened the force’s global profile, including Smart Police Stations (SPS), the UAE SWAT Challenge, community engagement events, e-sports tournaments, and the ‘Esaad’ programme. “Dubai Police is more than a law enforcement entity; it is a strategic partner in building a secure, advanced, and sustainable society,” he added.

David Haigh, chairman and CEO of Brand Finance, congratulated Dubai Police on securing the top ranking.“This achievement confirms the strength of Dubai Police’s brand and highlights the importance of innovative, future-oriented public institutions in national development and global reputation-building. The level of trust attained is both rare and exceptional for a government security agency,” he said.