Behringer Harvard is changing its name to Behringer as part of a rebranding that will include a new company Web site and an advertising campaign, the firm announced Monday.
The new name is part of a shift to a broader market of offering more alternative investments, says Robert S. Aisner, president and CEO of the Dallas-based firm.
“We expect that our expertise in public and private real estate investment programs will continue to be an important part of our alternative investment programs,” says Aisner. “At the same time, we are adapting our core competencies and expanding our distribution platform to offer a wider range of market-responsive investment opportunities.”
Behringer creates, manages and distributes global institutional-quality alternative investments for individual and institutional investors. Programs sponsored and managed by the Behringer group of companies have attracted equity of more than $6 billion.
As part of its expansion activities, Behringer recently launched a joint venture with Prospect Capital Management LLC in New York City to develop alternative investments. The new investments focus on high-yield debt and equity opportunities that are designed to counter the low-yield, fixed-income investments that are available in today's market.
Behringer also anticipates moving into energy investments in the future.
“The name change is subtle,” says Aisner, “but we think it signals that our future products will look a little different. This is a signal to the broker-dealer community that we have changed.”