  We present a sum rule for Higgs fields in general representations under
$SU(2)_L \times U(1)_Y$ that follows from the connection between the Higgs
couplings and the mechanism that gives the electroweak bosons their masses, and
at the same time restricts these couplings. Sum rules that follow from
perturbative unitarity will require us to include singly and doubly charged
Higgses in our analysis. We examine the consequences of these sum rules for
Higgs phenomenology in both model independent and model specific ways. The
relation between our sum rules and other works, based on dispersion relations,
is also clarified.
