Take for example an international coffee bar company with locations all over the world. They can transfer the ownership of the name, brand, styling, product recipes to a country with zero or low tax. Each cafe takes care of buying its own coffee but pays a license to use the name and branding

When someone in a small town in some part of the world goes to one of the branches instead of a local independent coffee house - isn't it a large part due to the branding of the company? the coffee is just a commodity costing a few pennies - all the value is made by the brand and the recipe owned by the company in the low tax country.