London, 9th June 2025 – Dubai Police is recognised as the most reputable police force globally, according to a new study by Brand Finance. Dubai Police has achieved an outstanding Brand Strength of AAA+ and is among the most reputable police forces in the world. The evaluation, which measured public perception across professionalism, integrity, effectiveness, fairness, and transparency, highlights Dubai Police’s strong community trust and ethical conduct. The force’s clear communication, innovative service delivery, and positive media presence contribute to its outstanding global reputation.
In addition to its performance metrics, Dubai Police’s strategic initiatives — such as the Esaad card — and pioneering use of smart technologies (smart police stations, AI-driven crime prediction have reinforced its position as a people-first and forward-thinking institution. Dubai Police leads in youth and public engagement through events like the Esports and Games Festival, the SWAT Challenge, and community outreach programmes that foster early trust and collaboration. These efforts not only build reputation but also humanise the police force and build long-term societal partnerships.
Together, these initiatives showcase a holistic approach to modern policing — one that blends innovation with empathy, and enforcement with empowerment.
Based on the pivotal role that Dubai Police plays in shaping positive perceptions of both the city of Dubai and the UAE, the study estimates its total contribution to the overall place brand value of Dubai and the UAE at an impressive $15.8 billion. This is an important part of the UAE’s overall nation brand value of $1.2 trillion and makes a valuable contribution towards people seeing the UAE as a good place to visit, work and invest.
David Haigh, CEO & Chairman of Brand Finance, commented:
Perceptions drive 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, to develop their policies and campaigns.
Dubai Police exemplifies how a modern and innovative public institution can elevate a nation’s reputation on the global stage. With its AAA+ brand strength rating and a remarkable $15.8 billion contribution to national brand value, Dubai Police plays a pivotal role in enhancing the soft power of both Dubai and the wider UAE.”
Methodology/Approach.
Brand Finance used pre-existing data for Dubai’s City perceptions and UAE’s Soft Power as a baseline, based on the annual City Index and Global Soft Power Index respectively. Brand Finance then conducted bespoke market research in a similar format to the Global Soft Power Index to calculate the contribution of Dubai Police to the UAE’s and Dubai’s 2025 performance in the Index. The Brand Strength for the organisation was calculated based on a balanced scorecard of measures based on primary study amongst the general public in 10 markets with over 8000 respondents in total.