In the latest report by the reputable Brand Finance institute, Dubai Police was named the strongest police brand in the world, achieving a score of 90.2 out of 100 and receiving an AAA+ rating. This ranking was conducted with the participation of over 8,000 stakeholders, security institutions, and international experts across 10 different countries.
According to the report, Dubai Police demonstrated outstanding performance in all key indicators, including professional ethics, operational efficiency, transparency, innovation, and social engagement, playing a key role in strengthening the soft power of the United Arab Emirates.
Brand Value of Dubai Police: 57.9 Billion AED
The brand value of Dubai Police in this assessment is estimated at approximately 57.9 billion AED, representing a significant share of the UAE’s total national brand value of 4.48 trillion AED.
This security institution scored above the global average in 11 credibility metrics, including:
-
Fairness in dealing with individuals
-
Integrity
-
Security assurance
-
Ethical behavior
-
Effective task execution
-
Active presence on social media
-
Innovation in crime prevention
Focus on Technological Transformation and Sustainable Policing Model
Major General Abdullah Khalifa Al Merri, Commander-in-Chief of Dubai Police, attributed this success to smart leadership and a focus on technological transformation and developing a sustainable policing model. He highlighted the key role of programs such as:
-
Smart Police Stations (SPS)
-
UAE SWAT Challenge
-
Social events
-
E-sports competitions
-
The “Sa’ad” initiative
in elevating Dubai Police’s global standing.
Appreciation from Brand Finance CEO
The CEO of Brand Finance congratulated Dubai Police on this achievement, describing it as a successful example of innovative and forward-thinking public institutions. He also called the high level of public trust in Dubai Police among security institutions worldwide a remarkable accomplishment.
