LIVINGSTON, NJ-What’s in a name? Quite a lot to BNE Associates, which is rebranding itself as BNE Real Estate Group to better reflect the breadth of its operations, the company says. As part of the rebranding effort, the family-owned company is retooling its Internet presence, with its new web site to be completed in the next six months.

“We’ve always had BNE Associates and Millennium, but they never told the whole story,” Jonathan Schwartz, executive vice president of marketing, tells GlobeSt.com. “We manage a lot of investments.” In fact, the company owns nearly 8,000 apartments and one million square feet of commercial and retail space in New Jersey, Florida and Texas. The new name reflects the firm’s focus on the development, investment and management of high quality diversified real estate assets across the country. The Millennium name will be retained to identify the construction, sales, leasing and marketing division, which is responsible for building and marketing BNE Real Estate Group’s residential properties.

Ongoing projects include Vizcaya, 127 luxury residences in West Orange, NJ; River Park at Harrison, a multi-phase, mixed-use waterfront redevelopment with a total proposed plan of 1,200 residences in Harrison, NJ; and 190 townhouses in South Brunswick, NJ. Development continued even during the downturn, and three or four more projects will begin in 2011, including 194 units in Fort Lee, NJ and another in Jersey City. “We’ve owned a lot of land for many years,” Schwartz says.