I\'ve noticed that when I start Netbeans it shows up in the task manager as netbeans.exe as all my own Java applications show up as java.exe or
IMO the best option is to choose one of the many open source launchers. They all provide a nicer deployment container than java.exe and a batch file.
I've compiled a list of them after a brief search on google (in no particular order and may not be exhaustive):
(full disclosure: i work on winrun4j)