Is sonic branding that easy?

In this era of audio renaissance, sonic branding has become a focus area of leading brands. Digital audio advertising requires brands to create brand sounds that are easily recognizable.

I recently came across a research paper (link:https://www.sciencedaily.com/releases/2014/02/140226174439.htm) according to which the human mind finds it more difficult to memorize sounds than visuals. This makes me wonder how challenging will it be to create brand recall based on only sonic elements and no visuals. Will neuro marketing research play a huge role in creating sonic brand equity and positive acoustic brand associations?