Starbucks is not a good example for several reasons. First, they really do have global recognition through the American culture (movies, etc).
Second, this is a fairly simple scheme where a subsidiary pays for using the brand. Sure, it's hard to price and the company will tend towards price that optimizes their taxes rather than the one in line with real benefit but it's not fictional, there's a rational reason for the licensee to license.
Finally, Starbuck's business model makes it really easy to just tax the transactions with VAT. They churn out coffee, not sophisticated financial products, not ephemeral ads. They physically have to be where they operate. And they mostly sell to regular customers, not other businesses. (Well, I'm guessing here.)
It's not like having a chain of companies across Europe and Bermuda. Not even like serving the entire EU from Luxembourg.