[Excerpt] In this chapter, we explore the relationships that channel members have with the brands and companies they represent. We draw on ethnographic research to explore two primary identity tensions observed in one prominent form of distribution - franchising. We also provide some preliminary quantitative work in support of our qualitative findings. We posit that channel members seek relationship partners that reinforce one of four unique identity types and their associated values. Tensions arise between franchisees and their corporate partners when conflicting roles surrounding these two key dimensions of identity are imposed by the organization.