Virgin Enterprises licenses the use of the Virgin brand to other parts of the business, based in the UK, US and other parts of the world. It has been based in the UK so far.
The licensing arms of several global brands are based in more tax-efficient locations, as their running costs tend to be low but their profits high. Switzerland is just one of many.
And what would have been the best place for Branson’s brand holding? The British Virgin Islands, at least in terms of branding.