Software systems often target a variety of different market segments. Targeting varying customer requirements requires a product-focused development process. Software Product Line (SPL) engineering is one possible approach based on reuse rationale to aid quick delivery of quality product variants at scale. SPLs reuse common features across derived products while still providing varying configuration options. The common features, in most cases, are realized by reusable assets. In practice, the assets are reused in a clone-and-own manner to reduce the upfront cost of systematic reuse. Besides, the assets are implemented in increments, and requirements prioritization also has to be done. In this context, the manual reuse analysis and prioritization process become impractical when the number of derived products grows. Besides, the manual reuse analysis process is time-consuming and heavily dependent on the experience of engineers. In this licentiate thesis, we study requirements-level reuse recommendation and prioritization for SPL assets in industrial settings. We first identify challenges and opportunities in SPLs where reuse is done in a clone-and-own manner. We then focus on one of the identified challenges: requirements-based SPL assets reuse and provide automated support for identifying reuse opportunities for SPL assets based on requirements. Finally, we provide automated support for requirements prioritization in the presence of dependencies resulting from reuse.