We consider composite Higgs models where the Higgs is a pseudo-Nambu
Goldstone boson arising from the spontaneous breaking of an approximate global
symmetry by some underlying strong dynamics. We focus on the SO(5) -> SO(4)
symmetry breaking pattern, assuming the partial compositeness paradigm. We
study the consequences on Higgs physics of the fermionic representations
produced by the strong dynamics, that mix with the Standard Model (SM) degrees
of freedom. We consider models based on the lowest-dimensional representations
of SO(5) that allow for the custodial protection of the Z -> b b coupling, i.e.
the 5, 10 and 14. We find a generic suppression of the gluon fusion process,
while the Higgs branching fractions can be enhanced or suppressed compared to
the SM. Interestingly, a precise measurement of the Higgs boson couplings can
distinguish between different realizations in the fermionic sector, thus
providing crucial information about the nature of the UV dynamics.Comment: 55 pages, 18 figures, References adde