Dubai Police ranked world’s strongest police brand
Rated 9.2/10 in global survey across ten nations
DUBAI Police have earned the distinction of being the world’s strongest police brand, topping the Institutional Brand Value Index issued by Brand Finance.
The force achieved a remarkable AAA+ rating and an overall score of 9.2 out of 10 in a comprehensive study spanning ten countries and over 8,000 stakeholders.
The assessment placed Dubai Police ahead of global counterparts in categories including professionalism, ethical conduct, transparency, and innovation. This recognition highlights the force’s integral role in enhancing the UAE’s and Dubai’s international reputation, contributing Dh57.9 billion ($15.8 billion) to the country’s national brand value, which stands at Dh4.48 trillion ($1.2 trillion), according to the Brand Finance National Brand Report.
What drove the recognition?
Dubai Police surpassed global benchmarks in 11 key reputation criteria. These included fair treatment of individuals (57%), commitment and integrity (60%), assurance of safety and security (67%), and ethical conduct (59%). The force also excelled in professional engagement (62%), field performance (64%), and social media presence (57%).
Further standout metrics included effective communication (51%), crime prevention innovation (54%), progressive development (54%), and a strong operational presence (63%). These results not only highlight operational efficiency but also show a successful transition into a data-driven and forward-thinking policing model.
Who supports the vision?
Lieutenant General Abdulla Khalifa Al Marri, Commander-in-Chief of Dubai Police, expressed deep appreciation to UAE leadership, particularly President His Highness Sheikh Mohamed bin Zayed Al Nahyan and His Highness Sheikh Mohammed bin Rashid Al Maktoum, for their continuous guidance.
Al Marri credited the success to Dubai Police’s transformation into a sustainable, AI-driven law enforcement agency. Initiatives such as Smart Police Stations (SPS), the UAE SWAT Challenge, the Esaad programme, and community engagement through esports and social events were cited as pillars of their global standing.
In February 1968, Sheikh Rashid bin Saeed appointed Mohammed bin Rashid as Commander-in-Chief of Dubai Police and Public Security, marking the start of an exceptional journey.
— Hamdan bin Mohammed (@HamdanMohammed) June 9, 2025
Today, that journey has reached a new milestone. Dubai Police has been named the strongest police brand… pic.twitter.com/QcFKmAekag
Why does it matter globally?
David Haigh, Chairman and CEO of Brand Finance, said the accolade reflects “a rare and exceptional level of trust” for a government agency. Brand Finance used existing data on Dubai and UAE soft power indices, along with a custom study, to assess public perceptions across 10 markets.
Brigadier Ali Khalfan Al Mansouri, Director of the General Department of Community Happiness, noted the global endorsement of Dubai Police’s “inclusive and human-centric model,” while Major Abdulla Hamad Alshamsi, Director of Institutional Identity, said the force’s success stems from its brand’s alignment with values of justice, innovation, and transparency.