Behringer Harvard Rebrands as Part of New Strategic Plan

Behringer Harvard has launched a rebranding initiative that will include streamlining the company name to Behringer, resulting in a new strategic direction for the company.
Jason Mattox, of Behringer

Jason Mattox, of Behringer

Behringer Harvard has launched a rebranding initiative that will include streamlining the company name to Behringer, resulting in a new strategic direction for the company.

“Our rebranding is one of the more visible results of our commitment to growing and future-proofing our business,” Jason Mattox, Behringer’s chief operating officer, told Commercial Property Executive. “By simplifying our company name, we intend to signal that we’re changing our strategic direction to take advantage of evolving investor demand.”

The simplified company name and associated rebranding communicate the pivotal shift that has already begun in the company’s strategic direction. According to Mattox, public and private non-listed real estate investment programs will continue to be an important part of Behringer’s alternative investment programs.

“At the same time, we are working to diversify our programs and expand our distribution platform,” Mattox added. “Our goal is to bring to market alternative investment programs that represent a wider range of asset types, regulatory constructs, distribution channels and product structures.”

Behringer recently launched ground-breaking investment programs such as the first public non-listed closed-end fund distributed through independent broker-dealers and expects to continue to develop its resources in 2014.

“We have a dedicated sales force and extensive back-office capabilities,” he concluded. “We also will continue to invest in the infrastructure and technology required to support our platform and our distribution partners.”

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.