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Product-Line Strategies

Part 5. Product Innovation and Management

  1. Jeffrey B. Schmidt

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05039

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Schmidt, J. B. 2010. Product-Line Strategies. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. University of Oklahoma, Norman, OK, USA

Publication History

  1. 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;
  • brands;
  • branding strategy;
  • corporate brands;
  • house of brands;
  • mixed branding