It’s one of the core features that rebases, including branch names (bookmarks in jj) work ‘correctly’. You can rebase whole dags, including merges, with multiple named heads with just one jj rebase -b.
note that bookmarks don't float, unlike git branches, so if your pattern is to produce a lot of commits, you'll want something to keep your jj bookmarks pointing to the top of your pile of commits.
this is less of a problem if you're more into the 1 change == 1 commit workflow.
To expand: In jj, bookmarks point to "changes," not commits. Rebases, history manipulations, etc. preserve change ID, so this "just works."