I think it refers to products that have been publicly announced or defined, which are more or less well-known among the public.

I'm basing my answer on 'product positioning/concept statement'

announcement noun
a public or official statement that gives people information about something

http://www.macmillandictionary.com/thesaurus-category/britis...

Example of a Product Concept Statement
by Chirantan Basu, Demand Media
A product concept statement is like a lighthouse for ships sailing through the night, writes University of Kansas professor Andrea Herstowski-Wertzberger. It describes the core purpose of a product or service, its uniqueness and its promise to fulfill unmet customer expectations. A concept statement provides a factual summary of the product's benefits and differentiates it from the competition.

http://smallbusiness.chron.com/example-product-concept-state...

The value of a concept statement cannot be overstated. No concept, no successful venture! A concept statement must address certain specific questions. Once those questions are answered you must be able to express those answers in a concise and interesting document called a concept statement. These are the concept questions:
§ What is the problem your product or service will solve for your customers?
§ What is your solution for the problem?
§ What is the target market?
§ Is the target market large enough to support the venture.
§ Is the venture financially viable?
The next step to convert the answers to these questions into a paragraph that people will actually read. The questions are only meant to help get the information together so you can write the statement.

http://hosted.comm100.com/knowledgebase/Writing-a-Concept-St...

People often get a positioning statement confused with a tagline or slogan. What’s more, even some marketing professionals do it! But once you know the difference, it becomes pretty clear.

Quite simply, a positioning statement is a corporate statement that defines the benefit of your product / service to your target customer, and states how you’re different from your competitors.

In contrast, a tagline or slogan is a catchy advertising message about how you want to be perceived by your target customer. It succinctly delivers your core advertising message to your target through different media channels.

Typically, an ad agency will often use a positioning statement to develop a tagline or slogan for a company or product.

http://www.businessburrito.com/positioning-statement.html

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Note added at 2 hrs (2014-05-27 08:52:27 GMT)
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I've also seen 'mission statement'.

In order to have a good mission statement, it is vital that you understand what your company stands for and symbolizes in the market. If your product is viewed in the market as fresh and youth-oriented, no doubt the subject ought to have at least a fleeting reference to the same. To quote one example, the Coca-Cola company understands that it is in the business of refreshment and generally their marketing strategy deals with a recurring underlying emphasis on joy, hence their mission statement says that they wish to 'refresh the world, inspire moments of optimism and happiness and to create value and make a difference'.
Read more at Buzzle: http://www.buzzle.com/articles/mission-statement-examples.ht...

Our Mission Statement
AGV Sports Group is a company which has quietly provided some of the best protective gear, in the world, for motorcyclists over 27 years. We have remained one of the oldest rider-owned and operated apparel companies in the motorcycle industry. AGV Sports Group produces high quality protective apparel, offering top performance at a great value. Born in the early days of AGV Helmet's entry into the US market, AGV Sports Group has a unique technical outlook on the design of our protective apparel.

http://www.agvsport.com/mission.php

The mission statement of Dick’s Sporting Goods retail stores chain came straight from CEO Edward Stack, who is the son of the founder. He explained the Dick’s Sporting Goods mission statement in this way...

“Our mission statement is to be the No. 1 sports and fitness specialty retailer for all athletes and outdoor enthusiasts through the relentless improvement of everything we do,” he said. “We need to improve everything we do all the time, just like athletes do.”

http://retailindustry.about.com/od/retailbestpractices/ig/Co...