Dubai Police ranked world's strongest police brand, earns AAA+ rating
Dubai Police has been ranked the strongest police brand in the world, earning a AAA+ rating and an overall score of 9.2 out of 10, according to the Institutional Brand Value Index issued by Brand Finance.
This recognition follows a rigorous global assessment across 10 countries, involving feedback from over 8,000 stakeholders and institutions.
The force outperformed its international counterparts across all 11 reputation criteria, reflecting its commitment to operational excellence, innovation, ethical standards, and transparent governance.
Top scores across all reputation criteria
The comprehensive evaluation conducted by Brand Finance highlighted Dubai Police's exceptional performance in every measured area, including:
Fair treatment of all individuals – 57%
Commitment and integrity – 60%
Safety and security assurance – 67%
Ethical conduct – 59%
Professional engagement – 62%
Effective duty performance – 64%
Social media presence – 57%
Transparent and effective communication – 51%
Innovation in crime prevention – 54%
Modernity and progressive development – 54%
Operational field presence – 63%
These scores are well above the global average, positioning Dubai Police not only as a leading law enforcement agency, but also as a major contributor to Dubai's and the UAE's soft power.
Brand Finance reported that Dubai Police's brand value alone stands at Dh57.9 billion ($15.8 billion), a substantial part of the UAE's total national brand value of Dh4.48 trillion ($1.2 trillion), as outlined in the firm's National Brand Report.
Leadership, innovation, and strategic impact
Commenting on the achievement, Lieutenant General Abdulla Khalifa Al Marri, Commander-in-Chief of Dubai Police, expressed his gratitude to the country's leadership:
'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.
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He credited the visionary leadership of President His Highness Sheikh Mohamed bin Zayed Al Nahyan and His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, for their strategic direction and continuous support.
'Our rise to global leadership in police branding is the outcome of visionary leadership and an unwavering pursuit of excellence,' Al Marri said.
'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 highlighted the force's forward-thinking initiatives that contributed to its global standing, including:
Smart Police Stations (SPS)
The UAE SWAT Challenge
Community engagement events
E-sports tournaments
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.
Global recognition from brand finance
David Haigh, Chairman and CEO of Brand Finance, also commended Dubai Police for its historic achievement:
'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,' Haigh said. 'The level of trust attained is both rare and exceptional for a government security agency.'
Haigh's remarks further emphasized the significance of Dubai Police's branding success not only as a policing milestone, but as a model for public sector excellence on the global stage.
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