In 2012 Jeep came out with a limited edition two-door Call of Duty MW3 Special Edition Wrangler pictured below to coincide with the release of Call to Duty: Modern Warfare 3, an extraordinarily popular video game. Drawing on the insights learned from Batey's textbook "Brand meaning: Meaning, myth, and mystique in today’s brands, 2nd edition", about the nature and meaning of brands and his explanations of the human motives underlying branding, justify why Chrysler developed and launched the Call of Duty MW3 limited edition Jeep Wrangler.