Dubai Police rated as the strongest Police Force brand globally

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.

Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.

Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.

Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.

In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance, compliant with ISO 20671.

Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.

Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.

Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.

Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.

Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.

The steps in this process are as follows:

1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.

2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.

3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.

4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.

5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.

6 Apply the royalty rate to the forecast revenues to derive brand revenues.

7 Discount post-tax brand revenues to a net present value which equals the brand value.

Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.

The data presented in this study form part of Brand Finance’s proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.