Image: WAM/ For illustrative purposes
Dubai Police has been named the most reputable and strongest police force globally, according to a new study by Brand Finance.
The force received a top-tier AAA+ rating and scored 9.2 out of 10 in the Institutional Brand Value Index, outperforming counterparts across 10 countries in a study involving feedback from over 8,000 stakeholders.
The global evaluation assessed public perceptions on criteria including professionalism, integrity, effectiveness, fairness, and transparency.
Dubai Police’s performance was credited to its strong community trust, ethical standards, clear communication, and innovative service delivery. The force also maintained a robust presence across media and digital platforms.
The study highlighted Dubai Police’s contribution to enhancing the UAE’s and Dubai’s soft power.
With a brand value of Dhs57.9bn ($15.8bn), the force accounted for a significant portion of the UAE’s total national brand value of Dhs4.48tn ($1.2tn), as detailed in Brand Finance’s National Brand Report.
Dubai Police exceeded global average on 11 indicators
Dubai Police exceeded the global average across all 11 reputation indicators, scoring particularly high in fair treatment (57 per cent), integrity (60 per cent), safety assurance (67 per cent), ethical conduct (59 per cent), professional engagement (62 per cent), and innovation (54 per cent).
Lieutenant General Abdulla Khalifa Al Marri, commander-in-chief of Dubai Police the UAE’s their leadership for their support.
“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.”
Al Marri cited initiatives such as Smart Police Stations, the UAE SWAT Challenge, e-sports tournaments, and the Esaad programme as contributing to the force’s international profile. “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 and chairman of Brand Finance, said the findings reflect the influence of perceptions on global 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.”
Brand Finance based its findings on existing data from the City Index and Global Soft Power Index, supplemented by bespoke research to assess Dubai Police’s impact on the UAE’s 2025 soft power performance.
The final Brand Strength score was compiled from a balanced scorecard of indicators, with public surveys across 10 global markets.
