The standalone Ram brand is the most ineffective marketing decision I can think of

It’s been over 15 years since you could buy a new Dodge Ram and consumers still don’t concede that the brands are separate. Plenty of people who know the market, who buy these trucks, still call them Dodges and I’m sure that much of the public has no idea that there was ever a separation of the two names. What was Chrysler thinking? Dodge is a shadow of its former self and without Rams, what is the significance of the brand? Also, Dodge Ram just rolls off the tongue so well. Why’d they think this was necessary in 2010?