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Branch management involves the organization and control of different versions or streams of a software project, allowing developers to work on separate features, bug fixes, or experiments without interfering with each other's progress. It plays a crucial role in continuous integration by enabling smooth merging and testing of code changes, reducing conflicts, and ensuring that the main branch remains stable and functional at all times. Through effective branch management, teams can maintain a clean and manageable codebase, streamline their development workflow, and accelerate the release cycle while minimizing risks and maintaining software quality.