Dubai Police Sets New $16bn Brand Value Record
Dubai Police has emerged as the world’s most reputable law enforcement agency. The force boasts a $16bn brand value and holds an exceptional AAA+ rating in global reputation assessments. This recognition makes them the most trusted police organization worldwide, backed by complete feedback from over 8,000 stakeholders in ten countries.
The force adds nearly $15.8 billion to Dubai and the UAE’s overall place brand value. Their score of 9.2 out of 10 in the Institutional Brand Value Index stands out impressively. This is a big deal as it means that they perform better than other law enforcement agencies globally. Dubai Police excels in all eleven reputation metrics, especially when you have safety and security (67%) and ethical conduct (59%) in mind.
The force streamlines processes that beat global averages by 64%. Their social media presence surpasses standards by 57%. These achievements make Dubai Police the life-blood of the UAE‘s nation brand value of $1.2 trillion. The force stands as a crucial institution among UAE’s world brands.
Dubai Police earns AAA+ rating in global reputation index
Image Source: Times of India
Dubai Police has reached the top spot among global law enforcement institutions in Brand Finance’s detailed evaluation. The force earned the highest AAA+ rating in the Institutional Brand Value Index after a full assessment. This recognition comes from a largest longitudinal study across 10 countries that gave an explanation from over 8,000 stakeholders and relevant entities.
Dubai Police scored an impressive 9.2 out of 10, setting a new standard for excellence in policing. The assessment looked at multiple areas like ethics, operational efficiency, transparency, and breakthroughs where the force showed remarkable skills.
Dubai Police surpassed all other global law enforcement agencies in every measured reputation criterion. The force’s scores are a big deal as they mean that international averages in key areas:
- Safety and security assurance: 67%
- Effective duty performance: 64%
- Professional participation: 62%
- Steadfast dedication and integrity: 60%
- Ethical conduct: 59%
- Fair treatment of all individuals: 57%
- Positive social media presence: 57%
- Breakthroughs in crime prevention: 54%
- Modernity and progressive development: 54%
- Transparent communication: 51%
David Haigh, Brand Finance’s Chairman and CEO, said this recognition “confirms the strength of Dubai Police’s brand and highlights the importance of innovative, future-oriented public institutions in national development and global reputation-building”. He added that “the level of trust attained is both rare and exceptional for a government security agency”.
Major Abdulla Hamad Alshamsi, Dubai Police’s Director of Institutional Identity and Exhibitions Department, called the AAA+ rating “a global endorsement of the success of Dubai Police’s institutional identity strategy”. This unique recognition shows how Dubai Police has successfully combined breakthroughs and community participation at its core, thanks to a long-term strategic vision that blends institutional planning with modern branding and technology.
Brand Finance values Dubai Police contribution at $16 billion
Image Source: UAE Stories
Brand Finance has assigned a monetary value to Dubai Police’s contribution to national standing that goes beyond reputation metrics. The consulting firm values Dubai Police at AED 58.02 billion (approximately USD 15.8 billion), making it a vital component of UAE’s economic and reputational assets.
Dubai Police ranks among the most valuable law enforcement brands worldwide. The force’s brand value makes up much of UAE’s nation brand value, estimated at AED 4.41 trillion (roughly USD 1.2 trillion). Dubai Police has evolved from a security force into a powerful economic asset within UAE’s brand portfolio.
This financial assessment follows Dubai Police’s superior performance against prominent international agencies in brand strength evaluations. David Haigh, CEO & Chairman of Brand Finance, said: “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 AED 58.02 billion contribution to national brand value, Dubai Police plays a pivotal role in enhancing the soft power of both Dubai and the wider UAE”.
Lieutenant General Abdulla Khalifa Al Marri, Commander-in-Chief of Dubai Police, sees deeper meaning in this valuation. “This recognition reflects the trust placed in police institutions across the UAE and expresses Dubai Police’s commitment to public safety, wellbeing, and quality of life”.
Dubai Police’s logo symbolizes breakthroughs and excellence, adding to the force’s brand value. Their status as the first police agency in the Arab world to achieve this title shows how investments in technology, community involvement, and international cooperation create economic value for both emirate and nation.
How Brand Finance calculated the brand value
Image Source: Brand Finance
Brand Finance used its Royalty Relief methodology to calculate Dubai Police’s $16 billion valuation. This transparent and evidence-based approach follows ISO 10668 standards. Most brand valuations worldwide rely on this method.
The team at Brand Finance started with data from their annual City Index and Global Soft Power Index. They surveyed more than 8,000 people across 10 countries to understand Dubai Police’s value contribution to UAE’s brand.
The Brand Strength Index (BSI) forms the foundation of this valuation. This complete scorecard rates brand strength from 0-100 based on three key areas:
- Marketing Investment: To explore advertising, sponsorship, and earned media coverage
- Stakeholder Equity: To measure how well different stakeholders know and relate to the brand
- Business Performance: To review market share and growth possibilities
Brand Finance followed seven steps to reach the final value:
- They calculated brand strength with balanced scorecard metrics
- The team found the right royalty range for security sector
- BSI score helped set a specific royalty rate
- They identified Dubai Police Force’s revenue sources
- Historic data showed future revenue projections
- The royalty rate applied to projected revenues
- Post-tax brand revenues were discounted to present value
This systematic process shows Dubai Police brand’s economic worth within UAE’s brand portfolio. The Dubai Police logo and identity create real economic value.
Andrew Campbell, Managing Director at Brand Finance Middle East, said: “Our valuation confirms that dubaipolice isn’t just a security institution but a significant contributor to UAE’s global reputation and economic standing.”
The AAA+ rating verifies that Brand Finance’s calculations show Dubai Police as the world’s most trusted law enforcement agency through both numbers and brand qualities.
Dubai Police Sets New Standards for Global Law Enforcement
Dubai Police has become a measure for excellence in global law enforcement. Brand Finance’s detailed assessment reveals impressive metrics that show how police institutions can serve as valuable national assets.
The force earned an AAA+ rating through years of careful planning and execution. Their safety metrics soared 67% above global averages. Their ethical conduct stands 59% above standard measures.
The remarkable $15.8 billion valuation proves security institutions can become economic powerhouses. This value comes from careful analysis that makes Dubai Police the life-blood of UAE’s broader $1.2 trillion nation brand value.
This recognition proves Dubai’s winning strategy of innovative technology mixed with community-centered policing works well. Their approach delivered real results in all eleven reputation metrics studied globally.
Dubai Police changed what people expect from law enforcement agencies worldwide. Their story shows how thinking over institutional excellence and brand management creates an unusual but powerful combination in security organizations.
Other law enforcement agencies now look to Dubai Police to learn how to boost their operations and public image. Their achievements show police forces can excel at security while building brand value that adds to national reputation and economic strength.
