Dubai Police recognised as world's strongest police brand
9 June 2025 20:35
DUBAI (WAM)Dubai Police has been recognised as the most reputable police force globally, according to a new study by Brand Finance.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 evaluation, which measured public perception across professionalism, integrity, effectiveness, fairness, and transparency, highlights Dubai Police's strong community trust and ethical conduct. The force's clear communication, innovative service delivery, and positive media presence contribute to its outstanding global reputation.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%), commitment and integrity (60%), safety and security assurance (67%), ethical conduct (59%), professional engagement (62%), effective duty performance (64%), positive presence on social media platforms (57%), transparent and effective communication (51%), innovation in crime prevention (54%), modernity and progressive development (54%), and strong operational field presence (63%).Lieutenant General Abdulla Khalifa Al Marri, Commander-in-Chief of Dubai Police, paid the deepest appreciation to UAE 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, CEO & Chairman of Brand Finance, commented: 'Perceptions drive behaviour. 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 organisations, to develop their policies and campaigns."Brand Finance used 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. Brand Finance then conducted bespoke market research in a similar format 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 organisation was calculated based on a balanced scorecard of measures based on primary study amongst the public in 10 markets with over 8,000 respondents in total.
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Dubai Police recognised as the world's strongest police brand
Dubai Police has been ranked the strongest police brand globally, topping the Institutional Brand Value Index issued by Brand Finance. The force received a prestigious 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 Dhs57.9 billion ($15.8 billion), out of a total national brand value of Dhs4.48 trillion ($1.2 trillion), according to Brand Finance's National Brand Report. Superior Performance Dubai Police outperformed leading global police forces across all eleven reputation criteria, achieving scores well above the global average in key areas such as 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%), positive presence on social media platforms (57%), transparent and effective communication (51%), innovation in crime prevention (54%), modernity and progressive development (54%), and strong operational field presence (63%). 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. Strategic National Alignment Lieutenant General Abdulla Khalifa Al Marri, Commander-in-Chief of Dubai Police, extended his deepest appreciation to His Highness Sheikh Mohamed Bin Zayed Al Nahyan, President of the UAE, 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. Al Marri also expressed his gratitude to His Highness Sheikh Mansour Bin Zayed Al Nahyan, Vice President, Deputy Prime Minister, and Chairman of the Presidential Court; Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum, Crown Prince of Dubai, Deputy Prime Minister, Minister of Defence, and Chairman of The Executive Council of Dubai; Sheikh Maktoum Bin Mohammed Bin Rashid Al Maktoum, First Deputy Ruler of Dubai, Deputy Prime Minister and Minister of Finance; and Sheikh Ahmed Bin Mohammed Bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council, for their instrumental role in supporting the continued advancement of the UAE's police forces. Furthermore, Al Marri expressed the force's sincere appreciation to His Highness Lieutenant General Sheikh Saif Bin Zayed Al Nahyan, Deputy Prime Minister and Minister of Interior, whose continuous directives have played a pivotal role in achieving this global milestone and embedding innovation within the policing sector. '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. A Human-Centric Approach Brigadier Ali Khalfan Al Mansouri, Director of the General Department of Community Happiness at Dubai Police, said: 'This global distinction reflects both local and international confidence in our institution. Leading the world in institutional identity and reputation confirms our focus on enhancing societal wellbeing through an innovative security framework. At the heart of this success is our commitment to transparent, inclusive, and effective communication with all segments of society. This recognition is the result of Dubai Police's integrated, human-centric development model.' Values-Driven Identity Major Abdulla Hamad Alshamsi, Director of the Institutional Identity and Exhibitions Department at Dubai Police, said: 'Receiving the AAA+ rating is a global endorsement of the success of Dubai Police's institutional identity strategy. We have established and sustained a brand rooted in our core values: transparency, innovation, justice, and efficiency. Over the years, we have built a distinct identity that goes beyond visual elements to reflect the ethos and global vision of Dubai Police. This recognition by Brand Finance motivates us to continue positioning our brand as an international benchmark.' Validation David Haigh, Chairman and CEO of Brand Finance, congratulated Dubai Police on securing the top ranking. He said: '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 added: 'Dubai Police has successfully embedded innovation and community engagement at the core of its global identity. This success stems from a long-term strategic vision that merges institutional planning with modern branding and technology. Through smart policing initiatives and AI-powered services, Dubai Police has redefined the relationship between law enforcement and society. Today, it stands not only as a leading security institution, but also as a key force in enhancing the soft power of Dubai and the UAE, turning brand reputation into tangible national value.' Methodology Brand Finance based its assessment on existing data reflecting perceptions of Dubai and the UAE's soft power, using inputs from the City Index and the Global Soft Power Index. A dedicated research study was conducted in line with international benchmarking standards to evaluate Dubai Police's contribution to the UAE and Dubai's 2025 performance in the index. The study included public perception data from 10 countries and over 8,000 stakeholders and participants.
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Dubai Police has officially been ranked the strongest police brand in the world, topping the Institutional Brand Value Index issued by Brand Finance. The force earned a top-tier AAA+ rating and an overall score of 9.2 out of 10, following an international study involving more than 8,000 stakeholders across 10 countries. The assessment praised Dubai Police for outstanding performance in areas including ethics, innovation, operational efficiency, transparency and public trust — outperforming other global police forces across all eleven reputation benchmarks. Highlights of the evaluation include: 67% recognition for safety and security assurance, 64% for effective duty performance, 60% for commitment and integrity, and strong public engagement through social media and transparency. The force also stood out for its use of technology in crime prevention and its modern, forward-thinking approach to law enforcement. According to Brand Finance, Dubai Police contributes a brand value of AED 57.9 billion to the UAE's overall national brand, which now stands at over AED 4.48 trillion. The report positions Dubai Police as more than just a top-tier security agency — it's now a key part of the UAE's global soft power, setting a new international benchmark for policing excellence.
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With the completion of the Blue Line project, Dubai's rail network will expand to a total of 131 km, comprising 78 stations and 168 trains. . @HHShkMohd attends the foundation stone laying ceremony of the Dubai Metro Blue Line, a key milestone in the expansion of the city's public transportation network. Spanning 30 km and comprising 14 stations, the new line is set to transform mobility across nine key districts,… — Dubai Media Office (@DXBMediaOffice) June 9, 2025 . @HHShkMohd attends the foundation stone laying ceremony of the Dubai Metro Blue Line, a key milestone in the expansion of the city's public transportation network. Spanning 30 km and comprising 14 stations, the new line is set to transform mobility across nine key districts,… — Dubai Media Office (@DXBMediaOffice) June 9, 2025 The Blue Line will link Dubai's existing Green Line at Creek Station and with the Red Line at Centrepoint Station, connecting residential areas, educational hubs and development zones. The first route runs from Creek Interchange Station on the Green Line, located in Al Jaddaf, passing through Dubai Festival City, Dubai Creek Harbour and Ras Al Khor, before reaching International City 1, which includes an underground interchange station. The route continues towards International City 2 and 3, extending to Dubai Silicon Oasis and up to Academic City. This section spans 21 km and connects 10 stations. The second route of the Blue Line starts from Centrepoint Interchange Station on the Red Line in Al Rashidiya, passing through Mirdif and Al Warqa, concluding at International City 1 Interchange Station. This route spans 9 km in length and links four stations. The project also includes the construction of a metro depot at Al Ruwayah 3. By 2040, the Blue Line is expected to reduce traffic congestion by 20 per cent on serviced roads and provide a 20-minute direct connection to Dubai International Airport. Emaar has secured naming rights for its flagship station for 10 years, starting from the station's planned opening in 2029. Announcements about additional naming rights across the line are expected soon. Key elements of the Blue Line The Dubai Metro Blue Line features 14 stations, including three interchange stations: Creek Station at Al Jaddaf on the Green Line, Centrepoint Station at Al Rashidiya on the Red Line, and International City 1 Station on the Blue Line, in addition to the iconic station located in Dubai Creek Harbour. The line includes nine elevated stations and five underground stations. The line has all the features of an integrated transport system, including public bus bays, taxi stands, dedicated areas for bike and electric scooter racks, and parking spaces for People of Determination. The maximum capacity of the Dubai Metro Blue Line exceeds 850,000 passengers per day, based on the scale of the stations included within the project scope. Passenger numbers are expected to reach 200,000 per day by 2030, rising to 320,000 per day by 2040. Fifth strategic project Dubai Metro Blue Line represents the fifth strategic public transport project, joining the ranks of the existing red and green lines of the Dubai Metro, Dubai Tram and Dubai Metro Route 2020. Upon the completion of the Blue Line, Dubai's total railway network will extend from 101 km to 131 km. This includes 120 km for the Dubai Metro and 11 km for Dubai Tram. The number of metro and tram stations will increase from 64 to 78, encompassing 67 stations for the Dubai Metro and 11 stations for the Dubai Tram. Additionally, the fleet will expand from 140 to 168 trains, including 157 for the Dubai Metro and 11 for the Dubai Tram. Setting new benchmarks In addition to the iconic Emaar Properties Station, it includes the first Dubai Metro bridge crossing Dubai Creek, stretching 1,300 metres. The line is also home to the largest underground interchange station in the network, spanning over 44,000 square metres with a projected capacity of 350,000 passengers per day. Notably, the Blue Line is the first transport project in Dubai to fully comply with green building standards, achieving Platinum Category certification. 50,000 university students Key areas served by the Blue Line include Dubai Creek Harbour and Dubai Festival City, noted for their immense development potential, as well as International City, home to Dragon Mart and large residential complexes visited by over 200,000 residents and visitors. It also serves residential neighbourhoods like Al Rashidiya, Al Warqaa and Mirdif. It also extends to Dubai Silicon Oasis, recognised as one of the Dubai 2040 Urban Master Plan's Urban Centres, and Academic City, which is projected to accommodate over 50,000 university students by 2029. Station designs have been planned to maximise space efficiency, thereby reducing construction, operation and maintenance costs. Additionally, these designs aim for seamless integration with various transportation modes, including public buses and taxis. Economic return The Dubai Metro Blue Line project aligns with the objectives of the Dubai Economic Agenda D33, offering economic, social and environmental returns. By 2040, the project is projected to yield a benefit-cost ratio of 2.60 (AED 2.60 in benefits for every AED 1 spent). The total anticipated benefits will exceed AED 56.5 billion by 2040. These benefits include substantial savings in time and fuel, reduced accident-related fatalities and lower carbon emissions. The Blue Line is also expected to decrease traffic congestion on its served routes by 20 per cent and appreciate the value of land and properties near stations by up to 25 per cent.
