The Dubai Police General Command has been recognized as the strongest law enforcement brand in the world according to the Brand Finance Institutional Brand Value Index.

The police force received an AAA+ reputation rating, earning a score of 9.2 out of 10.

This assessment followed a comparative study that included public perceptions across 10 countries, involving over 8,000 stakeholders.

The findings highlighted Dubai Police's excellence across all evaluation criteria, including ethics, operational efficiency, transparency, and innovation.

The Brand Finance report emphasized Dubai Police's pivotal role in enhancing the soft power of the United Arab Emirates, with an estimated contribution of AED 57.9 billion (USD 15.8 billion) to the national media brand value, which totals AED 4.48 trillion (USD 1.2 trillion).

According to the report, Dubai Police achieved a score of 9.2 out of 10, surpassing other leading global law enforcement agencies.

The Dubai Police General Command exceeded the global average in all eleven criteria used for the evaluation.

These criteria included fairness in treatment (57%), commitment and integrity (60%), assurance of safety and security (67%), ethics and conduct (59%), professionalism (62%), effective duty performance (64%), positive image on social media platforms (57%), transparent and effective communication (51%), innovation in crime reduction (54%), modernity and development (54%), and strong on-ground security presence (63%).

This indicates that the Dubai Police is not only an effective security agency but also a major driver of soft power and national economy, serving as an inspiring model for law enforcement agencies worldwide.

Lieutenant General Abdullah Khalifa Al Marri, Commander-in-Chief of Dubai Police, expressed his gratitude to Sheikh Mohammed bin Zayed Al Nahyan, President of the UAE, Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, and other UAE leaders for their support and guidance in enhancing the performance of security agencies in the country.

He also acknowledged the continuous support from Lieutenant General Sheikh Saif bin Zayed Al Nahyan, Deputy Prime Minister and Minister of Interior, highlighting the significant impact of this support on achieving this global milestone and reinforcing principles of innovation and leadership in policing.

He noted that this achievement reflects the trust in the police forces in the UAE and affirms the role of Dubai Police in enhancing security, welfare, and quality of life for community members.

The progress made by Dubai Police in achieving quality milestones demonstrates a steadfast commitment to realizing the vision of the UAE leadership and the Government of Dubai, which aims for excellence and global leadership as an unwavering objective.

The Commander-in-Chief stated that Dubai Police successfully transitioned from traditional operational frameworks to a flexible, intelligent, and sustainable security system by developing operational mechanisms based on innovation and advanced technologies, which include artificial intelligence and comprehensive digital transformation.

Through global initiatives and projects — including smart police stations, the UAE's tactical teams challenge, community and sports events, electronic games, and the 'Happiness' program — Dubai Police has demonstrated that it is not just a security entity but also a strategic partner in building a secure, advanced, and sustainable community that serves as a global benchmark.

Brigadier Ali Khalfan Al Mansoori, Director of the General Department of Community Happiness, expressed pride in this global achievement, which reflects both local and international trust in the security institution.

He affirmed that Dubai Police's top ranking in the Institutional Brand Value Index signifies that the organization is on the right path to institutionalizing community responsibility and enhancing quality of life through an innovative security system focused on serving the happiness and safety of the populace.

Major Abdullah Hamad Al Shamsi, Director of the Identity and Exhibitions Department, stated, "Achieving an AAA+ rating in the Institutional Brand Value Index is a global testament to the success of our integrated brand strategy, which we have worked hard to develop and ensure sustainability, embodying the core values of Dubai Police: transparency, innovation, fairness, and efficiency.

Over the past years, we have strived to develop a unique identity that transcends form to impact, representing the spirit and global vision of Dubai Police.

This evaluation from an international institution like Brand Finance serves as an additional impetus for us to continue excelling and developing, making our institutional brand a model to emulate internationally."

David Haigh, Chairman and CEO of Brand Finance, congratulated Dubai Police for topping the index, emphasizing that this accomplishment reflects the strength of its police brand and the essential role of government institutions driven by innovation and modern thinking in supporting economic development and enhancing national reputation on the international stage.

He noted, "This achievement confirms exceptional global trust in a government security apparatus that has managed to make innovation and community engagement foundational pillars in building its reputation and global standing.

This success derives from a long-term strategic vision that integrates innovation with institutional planning and modernity with a local identity while redefining the relationship between the police force and the community through intelligent initiatives and unconventional police stations, along with a rapid adoption of technology and artificial intelligence, all steps that have reinforced Dubai Police's position as not only a leading security institution but also a key driver of soft power for Dubai and the UAE, setting an international example in transforming institutional reputation into tangible national economic assets."

Brand Finance relied on data regarding perceptions of Dubai and the soft power of the UAE as a basis for its assessment, which connects to its annual city index and the global soft power index.

The company also conducted bespoke research mimicking the methodologies of the global soft power index to calculate Dubai Police's contribution to the performance of the UAE and Dubai for the year 2025, following a comparative study involving public perceptions in 10 countries and more than 8,000 related entities.