Behringer Harvard Announces Rebranding Initiative

Company Name of Behringer Result of New Strategic Direction

Jan 07, 2014, 10:15 ET from Behringer

DALLAS, Jan. 7, 2014 /PRNewswire/ -- Behringer Harvard announced today its launch of a rebranding initiative that will include streamlining the company name to Behringer. The simplified company name and associated rebranding communicate the pivotal shift that has already begun in the company's strategic direction.

The Behringer brand balances a rich heritage of more than two decades of experience focused on operating real estate and creating and marketing non-listed securities with the requirements of today's rapidly evolving alternative investments marketplace. The rebranding initiative encompasses the company's name, logo and graphic identity; an updated corporate website; and an advertising campaign that will begin in the first quarter of 2014. Today's announcement has no impact on the branding of several alternative investment programs previously or currently sponsored under the Behringer Harvard brand.

"We believe this is the right way forward for our company and those it serves," said Robert S. Aisner, president and CEO of Behringer. "Consistent with our entrepreneurial legacy, we periodically reposition our strategy to take advantage of market dynamics often driven by investor demand. 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. 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."

"We are charting a new course focused on a master branding strategy that more tightly integrates the brand of the top-level holding company with those of its related entities," said Kellie Richter, senior vice president and head of marketing for Behringer. "We are positioning Behringer – the surname of our founder – as the overarching brand name that serves as an anchor point for all subordinated brands."

"Our brand is simply catching up with the way we have been doing business for some time," said Frank Muller, executive vice president and head of distribution for Behringer. "For example, our distribution expertise has already enabled us to partner with other best-in-class asset managers to bring groundbreaking investment programs to market."

Muller added, "This is only one of many significant milestones that are underscoring our commitment to growing and future-proofing our business. We will continue to pursue similar initiatives expected to help us diversify our investment programs based on asset type, regulatory construct, distribution channel and product structure."

Aisner concluded, "One thing that will not change is our commitment to building and distributing alternative investment opportunities we believe in. As we do this, the same customer-centric values will remain at the core of our business. We will continue to place the highest priority on enhancing the options available for investors."

About Behringer
Behringer creates, manages and distributes global institutional-quality alternative investment programs for individual and institutional investors. Programs sponsored and managed by the Behringer group of companies have attracted equity of more than $6 billion and made investments into more than $11 billion in assets. For more information, contact our U.S. headquarters toll-free at 866.655.3600 or visit us online at

SOURCE Behringer