Part 5. Product Innovation and Management
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Schmidt, J. B. 2010. Product-Line Strategies. Wiley International Encyclopedia of Marketing. 5.
- Published Online: 15 DEC 2010
Product lines are defined as multiple products (or services) that are related since they fulfill the same or similar needs and wants. Product-line breadth (i.e., narrow or broad) and depth (i.e., shallow or deep) are discussed and examples are offered. Branding strategies (such as corporate branding, house of brands, and mixed branding) are discussed as they are related to product lines.
- product-line strategies;
- product-line breadth;
- product-line depth;
- branding strategy;
- corporate brands;
- house of brands;
- mixed branding