Dubai Police has officially been ranked the strongest police brand in the world, according to a new international study by leading brand valuation consultancy Brand Finance.
The force secured a AAA+ rating with an impressive score of 9.2 out of 10 in the Institutional Brand Value Index, which measured reputation, performance, and impact across 10 countries. More than 8,000 stakeholders and members of the public took part in the research.
The findings revealed that Dubai Police outperformed major global counterparts in 11 key reputation criteria, including public trust, innovation, transparency, and community engagement. The force also received top marks for ethical conduct, social media presence, and advanced policing strategies.
Setting a Global Benchmark
With a brand value of Dh57.9 billion ($15.8 billion), Dubai Police now represents a significant part of the UAE’s national brand, which is valued at Dh4.48 trillion ($1.2 trillion).
Lieutenant General Abdullah Khalifa Al Marri, Commander-in-Chief of Dubai Police, thanked the nation’s leadership for their continuous support and vision.
“Dubai Police has transformed into a smart, forward-thinking force that’s shaping the future of global policing,” said Al Marri.
He highlighted signature initiatives, such as Smart Police Stations (SPS), the UAE SWAT Challenge, and the Esaad discount card program, as key contributors to the force’s growing global recognition.
Global Recognition
David Haigh, CEO of Brand Finance, praised Dubai Police as a model for modern public sector branding.
Brand Finance’s methodology included perception data from over 10 countries, alongside global indices assessing the UAE’s soft power and public service performance.