I asked Bing about it, and it said:
BLE devices are able to provide information about themselves through a method specified by the Device Identification Profile1. This information is published as Bluetooth SDP records, and optionally in an Extended Inquiry Response1. This information may be used by peer Bluetooth devices to find representative icons or load associated support software1. Additionally, BLE devices have unique 6 byte Bluetooth addresses just like regular Bluetooth, which uniquely identifies the device2. However, BLE can also use “random” addresses which follow a specific format so you can tell when you have a random address as opposed to a regular public address2
Maybe that can give you some extra ideas.