Dubai Police Crowned World's Most Respected Force
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Public perception placed Dubai Police well above global averages in eleven reputation metrics. In categories like safety and security assurance, fair treatment of individuals, commitment and integrity, and ethical conduct, the force significantly outperformed its peers. Excellence was also noted in professional engagement, field performance, innovation in crime prevention, and its presence on social media.
This endorsement builds on the findings of Brand Finance's National Brand Report, placing Dubai Police at a brand valuation of AED 57.9 billion. The contribution made by the force represents a sizeable portion of the UAE's total national brand value, estimated at AED 4.48 trillion. Brand Finance highlighted how the institution's reputation enhances the country's soft power, improving perceptions of Dubai and the UAE as preferred destinations for tourism, investment and residency.
Lieutenant General Abdulla Khalifa Al Marri, Commander‑in‑Chief of Dubai Police, credited the recognition to visionary guidance from President His Highness Sheikh Mohamed bin Zayed Al Nahyan and Vice‑President and Prime Minister Sheikh Mohammed bin Rashid Al Maktoum. He said, '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.' He described the achievement as the result of 'visionary leadership and an unwavering pursuit of excellence', pointing to the force's transition into a forward‑thinking, intelligent and sustainable policing model.
A variety of strategic initiatives have driven this transformation. Smart Police Stations, the SWAT Challenge, e‑sports tournaments and the Esaad programme are among the flagship projects cited. The adoption of artificial intelligence for crime prediction and the roll‑out of Smart Police Stations reflect a commitment to modernising public service delivery. Community engagement and outreach efforts have also improved trust between citizens and law enforcement.
David Haigh, CEO and Chairman of Brand Finance, highlighted the link between perception and influence: 'Perceptions drive behaviour. The Brand Finance Global Soft Power Index is the world's largest study of soft power perceptions.' The institute used existing city and nation brand metrics as a foundation, supplemented with a bespoke public survey to assess the force across ten global markets.
Dubai Police outperformed global benchmarks in key areas:
Safety and security assurance: 67%
Effective duty performance: 64%
Strong operational field presence: 63%
Transparent communication: 51%
Modern, progressive development: 54%
These figures confirm the force's positioning as both a law enforcement body and an instrument of national branding and soft power.
The emphasis on innovative service delivery through digital channels and media engagement also featured prominently in the assessment. Dubai Police maintains an active digital footprint, using platforms such as Twitter and Instagram to foster transparency and proactive public communication.
Stakeholders from government and community sectors described the force's branding as inclusive and human‑centric, praising its alignment with universal values—justice, innovation and transparency—and its ability to humanise policing.
Brand Finance's report also quantified the economic impact of reputation. Dubai Police's brand contributes an estimated AED 57.9 billion to the UAE's soft power value, reinforcing the UAE's attractiveness on the global stage.
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