The DIY market is made up of users who apply paint to their homes themselves. They are supplied through retail outlets such as multiple retailers, DIY specialist chains, supermarkets, department stores, retail cash and carries and independent retailers. Communication with users is centred on strong brand identities. Brands may be owned and promoted by the manufacturer (such as Dulux, Crown or Homecharm) or owned by the multiple chain which sells it (called an own brand). Paints are generally applied by brush or roller.