Gorilla Glue's high-standard products and bold logo aim to signify quality amongst the users. Still, their wide range of products often confuses their users, leading them to explore other brands or compare products online, thus reducing the likelihood of purchasing Gorilla Glue products. Though the company's website strongly conveys its brand identity and values, the lack of e-commerce leads potential buyers to leave without purchasing. The brand needs to catch up in securing customer commitment, both online and in-store.