Vertical Brand Communication: 

Definition:

Communication between individuals or departments at different levels of the organizational hierarchy.

Examples:

Instructions from management to employees, reports from employees to management.

Channels:

Emails, reports, memos, meetings, or presentations.

Purpose:

Delivering instructions, providing feedback, reporting information, or sharing updates. 

Horizontal Brand Communication: 

Definition:

Communication between individuals or departments at the same level of the organizational hierarchy.

Examples:

Meetings between project teams, discussions between departments on a shared initiative, or collaboration between colleagues.

Channels:

Face-to-face meetings, email, phone calls, chat programs, video conferencing.

Purpose:

Collaboration, coordination, problem-solving, or sharing information. 

Key Differences:

Feature

Vertical Communication

Horizontal Communication

Hierarchy

Different levels of the organization

Same level of the organization

Flow of Information

Upward or downward

Primarily lateral or between peers

Formality

More formal (e.g., written reports)

Can be more informal (e.g., face-to-face discussions)

Purpose

Delivering instructions, reporting, providing feedback

Collaboration, coordination, sharing information

Examples

Management to employees, employees to management

Between project teams, between departments

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